Best Practices in Content Marketing

Leveraging the power of content to drive business opportunities and grow brand presence

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Overview

Digital content is the key to engagement in today's connected marketplace. According to Cision, content marketing exceeded $300 billion in 2019. According to a survey by the Content Marketing Institute, most successful B2B marketers spend 40 percent of their budgets on content marketing. Meanwhile, the rapid proliferation of digital channels and formats — along with the insatiable appetite of customers in every market for fresh and relevant content — is pushing marketers to invest even more.

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The CMO Council's Content ROI Center is dedicated to advancing the discipline of content marketing. We are a go-to source of thought leadership, insight and services to help marketers more fully leverage the power of content to drive business opportunities, influence purchasing decisions, and grow brand presence. 

The Center is working with marketing leaders and experts around the world to develop advanced practices, identify best-in-class tools and resources, and create more compelling and strategic thought leadership and creative content campaigns. The Council offers a variety of strategic consulting, creative and outsourcing services designed to help marketing organizations optimize the way they develop, deliver and promote digital content to engage customer markets. (See here)

Among CMO Council research insights that underscore the problems and shortcomings in current content marketing initiatives:

  • Only 12 percent of marketers believe their content marketing programs targets the right audiences with relevant and persuasive content.
  • Only 21 percent say they are sufficiently partnered with their sales counterparts in developing and measuring demand generation programs.
  • Most view their content marketing process as ad hoc, decentralized and driven by internal stakeholder, rather than customer, interests.
  • While 88 percent of business buyers say online content impacts vendor selection, just nine percent think of vendors as trusted sources of content.

The ROI Center provides commentary and advice on the top 10 essentials for effective authority leadership-driven content marketing:

  1. Partner with credible + trusted sources
  2. Produce relevant + compelling strategic insights
  3. Add customer-contributed views + validation
  4. Present authoritative, newsworthy and enriched content
  5. Engage qualified, verified and predisposed audiences
  6. Target the whole influencer, specifier + buyer ecosystem
  7. Embrace multi-channel distribution, promotion + syndication
  8. Authenticate content consumption and buyer engagement
  9. Ensure lead legitimacy and compliance
  10. Cultivate, Activate and convert prospect flow

Content Services and Sponsorship Opportunities

To start a conversation about our Content ROI Services and learn more about sponsorship opportunities:

Email Bryan DeRose (bderose@cmocouncil.org) or call him 1-408-677-5330

Research: Reports

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Facts & Stats

Visual content is more than 40 times more likely to get shared on social media than other types of content.

Source: HubSpot

42 percent of customers indicated that a lack of personalization is more likely to drive them away from a purchase than poor design or a lack of optimization

Source: Forbes

Content marketing generates three times as many leads as paid search advertising.

Source: HubSpot

62 percent of top performing B2B marketers have a documented content marketing strategy.

Source: Content Marketing Institute