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Council to Engage Marketing Leaders in Dialogue on Best Practices
PALO ALTO, Calif. (Oct. 30, 2012) – The Chief Marketing Officer (CMO) Council, a global executive affinity group of 6,000 senior marketing executives controlling more than $300 billion in annual marketing spend worldwide, today announced the launch of the Content ROI Center, a new strategic interest community dedicated to the evolving discipline of content marketing. The center was formed to audit and assess the current state of content marketing while advocating for best practices to improve its quality, influence, and ROI.
According to the CMO Council, content marketing now accounts for an estimated 25 percent of B2B marketing budgets. These investments are expected to continue rising as companies seek to keep pace with the insatiable appetite for relevant content and conversations across multiplying formats, delivery channels, platforms, audiences, and device types.
“The capacity to deliver timely, relevant, and captivating authority leadership content is critical to elevating market influence, branding, and prospect harvesting in today’s customer-savvy and digitally driven marketplace,” said Donovan Neale-May, Executive Director of the CMO Council. “However, most companies still lack the necessary strategies, processes, resources, and best practices for effective content programs. The Content ROI Center will seek to engage market leaders in identifying winning strategies to improve content performance while developing a comprehensive auditing tool for evaluating and justifying content marketing investments.”
To kick things off, the center is featuring the first in a series of original articles and reports from leaders in the field of content marketing. “Authority Leadership Marketing: Making Content the Cornerstone of Customer Engagement and Relevance” delves into the value and potential of peer-powered, insight-driven content campaigns in driving brand awareness, perception, deal contention, and buyer consideration. The author, Dave Murray, heads the Content Marketing Practice of GlobalFluency, a company that has originated hundreds of successful content marketing programs for leading B2B companies. It also powers successful peer-driven networks, including the CMO Council and the Business Performance Innovation (BPI) Network. To download the complimentary whitepaper, please visit http://www.cmocouncil.org/r/content-roi-whitepaper.
The Content ROI Center is designed to be an important resource for marketers, as it reviews key issues such as:
- Effective strategies for ensuring relevance and engagement
- The power and potential of peer-driven affinity networks
- Tools and approaches for performance and ROI measurement
- Content channel development and tracking
- Social and SEO optimization
- Talent, resource, and organizational requirements
- Syndication, proliferation, and consumption
About the CMO Council
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership, and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council's 6,000 members control more than $300 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include more than 20,000 global executives in nearly 110 countries covering multiple industries, segments, and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia-Pacific, Middle East, and Africa. The CMO Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), LoyaltyLeaders.org, Marketing Supply Chain Institute, Customer Experience Board, Market Sense-Ability Center, Digital Marketing Performance Institute, GeoBranding Center, and the Forum to Advance the Mobile Experience (FAME). More information on the CMO Council is available at www.cmocouncil.org.