These days, few marketers would dispute the need for a thoughtful and robust content marketing strategy.
Most brands are upping their investments and output for content creation and dissemination, but that doesn’t mean all those dollars are well spent. The effectiveness of your content marketing will depend heavily on your brand and its marketplace.
For example, according to 2016 reports from the Content Marketing Institute and MarketingProfs, B2C marketers rank e-newsletters, in-person events, illustrations and photos, and social media content as their most effective tactics. Meanwhile, B2B marketers list in-person events, webinars, case studies and white papers as their most effective tactics.
Effective content marketers aren’t defined solely by which channels and tactics they use. The best content marketing comes from those who respect and embrace both the art and science of the discipline. Whether they’re marketing cars or candy canes, the most effective content marketers share the following characteristics: