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Although by no means comprehensive, the following list includes other areas that were often cited:  Aligning goals with content  Content curation  Content discovery tools  Content marketing strategy  Engagement  Optimizing content  Paid promotion  Personalization  Storytelling  Video As one respondent said, “There isn’t just one. 42% say “multiple times per week” or “daily.”  How many content marketing initiatives are you presently working on? Most of the RDP tools are now available as open source packages for users to incorporate in their local workflow. Visit MarketingProfs.com for more. For the fifth consecutive year, “in-person events” tops the list Note: Percentages shown represent marketers who rated each tactic a 4 or 5 on a 5-point scale where 5 = “Very Effective” and 1 = “Not at all Effective.” Of all the tactics B2B marketers use, these are the 10 that they say are most effective. That message might sound similar to the one we sent out last year, but here’s how it’s different. The initiatives you see across these next few pages are the 10 that received the highest combined percentages of “working on now” and “plan to begin working on within 12 months.” SponSored by 31 CHALLENGES & INITIATIVES Creating More Engaging/Higher-Quality Content 7% 19% 5% Better Converting Visitors to Website 6% Better Understanding of What Content is Eective—and What Isn’t 5% 8% 69% 23% 63% 9% 31% 55% Now Within 12 Months Not a Priority No Answer 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SponSored by 32 CHALLENGES & INITIATIVES Finding More/Better Ways to Repurpose Content 9% 23% 5% Creating Visual Content 4% Better Understanding of Audience 5% 10% 63% 26% 60% 11% 21% 63% Now Within 12 Months Not a Priority No Answer 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SponSored by 33 CHALLENGES & INITIATIVES Optimizing Content 5% Organizing Content on Website 5% Measuring Content Marketing ROI 5% 11% 26% 58% 12% 21% 62% 13% 46% 36% Creating a Greater Variety of Content 5% 13% 54% 28% Now Not a Priority Within 12 Months No Answer 2015 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs SponSored by 34 COMPARISON CHART Profile of a Best-in-Class B2B Content Marketer Most Effective Average/ Overall Least Effective  Has a documented content marketing strategy................ Mar 04, 2015 · Hillary Clinton Used Personal Email Account at State Dept., Possibly Breaking Rules MARCH 2, 2015 Last year, we asked B2B marketers for the first time whether they had a documented content marketing strategy, and not even half (44%) said “yes.” That left us wondering whether the 49% who said “no” maybe did have a strategy but just hadn’t documented it. We pumped the colors and put the saturation through the roof. The B2C percentages shown in this report (pp. The lesson is clear: you need to document your strategy and follow it closely. What we found is that “creating engaging content” remains a persistent challenge. This year:  35% say they have a documented content marketing strategy  48% say they have a content marketing strategy, but it is not documented Having a verbal strategy is a great first step. - Tuesday, October 27, 2015 (8:30 am - 11:30 am; 5:00 pm - 8:00 pm) 5  Publishes new content daily or multiple times per week............. N/A  Has a dedicated content marketing group................. 15%  Is successful at tracking ROI.................... 25%  Percentage of total budget allocated to content marketing............

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