November 11, 2011: According to a recent report from content curation company HiveFire, 82 percent of B2B marketers use content marketing in their campaigns, MarketingProfs reports.
Content marketing's popularity exceeds all other tactics, according to respondents. It was used more often than search marketing (70 percent), events (68 percent), public relations (64 percent) and print, TV or radio advertising (32 percent).
Furthermore, researchers found that engaging prospects and driving sales were the top two objectives of marketing directors, at 82 percent and 55 percent respectively, while 56 percent of those surveyed said they use a content curation strategy.
Marketing professional Dawn Westerberg recently explained to CitizenWire that when creating campaigns, that strategy should differ from client to client.
She explains that asking detailed questions to business owners – such as follow-up questions that attempt to decipher what the person means by a certain statement, can make for more unique content. Westerberg also suggests listening closely to specific vocabulary managers use, as well as the way they talk. This should all be reflected in the content.