According to a study from the Content Marketing Institute, 65 percent of B2B marketers in the manufacturing industry believe that producing engaging content is their top challenge specific to maximizing the impact and efficacy of their content marketing initiatives. In this same study, B2B marketers revealed that, on average, they are leveraging some 13 different content marketing tactics across six social media channels and an average of three paid media resources.
This punctuates the increasingly complex web of engagement channels that, woven together, craft today’s customer experience. It also sheds light on a critical issue: the mass of content being produced might not be the most impactful or effective, thus missing the intended target and diminishing the return on content investment.
How are marketers confronting these issues of meshing content marketing and customer experience strategies across a growing digital landscape? In an age when customers expect the world to be available to them in perfect local context, how are marketers responding with highly relevant, contextual, impactful, content-rich experiences, regardless of channel or location? What silos need to be broken down in order to realize real ROI from both content and experiences? As the digital world enables rapid globalization, how have customer expectations for intense localization made content and engagement strategies even more rewarding?
Liz Miller - CMO Council, Sam Sova - Johnson Controls, Clint Poole - Lionbridge