INTRODUCTION
produced by MarketingProfs and the Content Marketing
Institute.
6
Best-in-class marketers have set up the necessary
structures and processes to consistently produce content.
They've linked those efforts with strategic goals. They're
upping content budgets. They're applying a variety of
tactics—blogs, videos, webcasts, podcasts, and the like—12
tactics on average for B2B companies, 13 for B2C. They're
using, on average, six social media platforms.
That's a lot of bustle over four years, isn't it?
Still, almost half of those marketers we surveyed
(51 percent of B2C companies, and 47 percent of B2B
companies) still struggle with how to create the kind of
content that engages. At a fundamental level, we're all still
struggling with how to create the kind of content that attracts
customers.
Ours is a world where technology and social media
have given us access and power: every one of us now has
the awesome opportunity to own our own online publishing
platforms—websites, blogs, email newsletters, Facebook
pages, Twitter streams, and so on.
I don't use the phrase awesome opportunity lightly. The
