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From the B2B Content Marketing 2012 Benchmarks, Budgets, and Trends study:Twitter trumps all other social media distribution types (Figure 3), and at higher rates than last year (Figure 4). That said, every social media channel is seeing increased adoption, often by 15-20%:YouTube: 47% increaseLinkedIn: 39% increaseTwitter: 35% increaseFacebook: 30% increaseIt should come as no surprise that the increased adoption rate of the video-sharing site YouTube (56%) is in line with the increase in video usage (52%). This year, Google+ joins the list of distribution channels, with an industry average of 13%. Three industries are using this channel at higher rates than other industries: professional services (19%), advertising/marketing (19%), and business services (17%). For the first time, we surveyed marketers about their use of SlideShare and Flickr, and found these channels being used at rates of 20% and 10%, respectively. Those marketers rating themselves as effective are significantly more likely to use all of these distribution channels.
Content marketing, or creating and publishing media rather than “renting” advertising time and space, has always existed. Emerging digital technologies, platforms and channels now enable any brand to function as a media company, with very real advantages: building branding, awareness, trust, purchase intent, word-of-mouth, lowering acquisition costs and increasing engagement with target audiences. Unlike advertising, content initiatives are continual, placing new demands not just on marketing organizations but also across the enterprise as a whole. We believe there are four stages organizations evolve through in their quest to market efficiently with content. Not every company will reach every stage; the pinnacle is more aspirational than real for most. Yet to effectively market with content organizational change and transformation must be driven from the top level of the organization. Left to the marketing department alone, success will be limited. New skills must be developed and training offered, both in digital technologies as well as in job functions more aligned with the responsibilities found at a newspaper, magazine or broadcaster than in classic marketing functions. Content requires more speed and agility than does marketing, yet at the same time it must be aligned with metrics that conform to the business’ strategic marketing goals.
Chart 1: Organizational Goals for Content MarketingJust as in the previous year, marketers are adopting content marketing strategies to achieve a variety of goals. In fact, the top goals of brand awareness, customer acquisition, lead generation, and customer retention/loyalty remain the same (Figure 6). Some notable differences from last year:Fewer marketers are using content marketing to achieve brand awareness, customer acquisition/loyalty, and sales.More marketers are using content marketing for customer acquisition (referred to as customer recruitment in last year’s report), lead generation, website traffic, thought leadership, and lead management/nurturing. Chart 2: Confidence Gap: Effectiveness Ratings of Tactics Among UsersIt’s clear that marketers are feeling more assured in using content marketing to achieve their goals. Just as important, they’re more confident in how well they are using these tactics — across just about every tactic. In other words, the large confidence gap we saw in last year’s study is shrinking. Chart 2 (Figure 5 from report) shows how marketers rated the effectiveness of each tactic. While in-person events and webinars are still seen as the most effective tactics, on average, the following ranked notably higher in perceived effectiveness compared to CMI’s last report:Blogs: 45% increaseCase studies: 32% increaseVideos: 36% increaseWebinars/webcasts: 25% increaseThough social media is still considered the least effective of the top tactics, just as it was in 2010, half of this year’s respondents think it is effective. And, in fact, 61% more marketers perceive social media as effective in 2011 than last year.
But we do more than just follow a rigorous research process — we also believe in Open Research, which allows us to release reports under Creative Commons. This means that you can use it in your planning, presentations, and blog posts. You can download the reports and presentations directly from SlideShare.Open Research also means that we are transparent in our research process. We disclose who we spoke with during our report research phase, as well as how we collected the data. We also disclose who we do business with to the extent we are allowed within each client relationship. At the core, we have a strong sense of integrity, and we strive to be objective in our analysis. The editing process our reports go through helps ensure we are being as objective as possible.Under no circumstances will we accept payment to write a favorable review of a product. We engage in commissioned research and provide citations only if we can ensure that our objectivity is not only practiced but also perceived.
Altimeter uses SlideShare for listening and learning from other strategists at leading corporations in the area of disruptive technology. We view other companies’ presentations as secondary research when publishing reports and other presentations. Shown here: Cisco, Kelly Services, and Adobe
Made process in July 2012 -- Each week, SlideShare unqualified lead information is submitted to the Altimeter sales team. The sales team enters all leads within Salesforce and follows up with individual leads accordingly if decided to be qualified.
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1 Social Content Marketing on
SlideShareFor SlideShareAug. 28, 2012Jeremiah Owyang Ross MayfieldPartner and Analyst, Vice President ofAltimeter Group Business Development, SlideShare