Most of the attention given to content marketing in the B2B space has focused on its role in lead generation and lead nurturing. In reality, companies are using content marketing to support several objectives. The table below shows how B2B and B2C marketers ranked their objectives for content marketing in the latest content marketing survey conducted by the Content Marketing Institute and MarketingProfs.
As its popularity and use have grown, we have started to view content marketing as a distinct marketing discipline with its own set of principles and best practices. Overall, this is good because it has allowed us to create a body of knowledge about how to do content marketing effectively. The downside is that this approach can lead us to view content marketing as an end unto itself, rather than as a means to achieve other important business/marketing ... Read More »
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