Content Marketing - Missing the Mark - from the Economist and Flagship Consulting

Missing the Mark: Global Content Survey of Brand Marketers and their B2B AudiencesBusiness Executives to Marketers: Stop Marketing

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GLOBAL BUSINESS

EXECUTIVES

We surveyed…

500 2

500GLOBAL MARKETERS

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On…

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HOW EXECUTIVESWANT TO CONSUME

CONTENT MARKETING

HOW MARKETERSCREATE

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GLOBAL BUSINESS EXECUTIVES ARE SEEKING SUBSTANCE.

WE FOUND THAT…

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of execs are using

content to research

a new business

idea

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When content is useful…

Contains timely or unique information

Helps to understand a complex issue in simple

terms

IT IMPROVES BRAND PERCEPTION

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But, the hard sell hurts perceptions.

Have been turned off by content that

seemed like a sales pitch

Have been turned off companies because their

content wasn’t perceived to be trustworthy

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MARKETERS ARE EMPHASISING SALES.

WE FOUND THAT…

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of marketers say the primary reason for creating content is to build brand and positive perceptions of the company

Marketers understand the importance of brand.

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But this isn’t reflected in their approach.

connect their content directly to a product or service 93%

75%

say that mentions of their products and services are a frequent part of their content strategy

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And many brands are basing success on sales.

measure the effectiveness of

their content by the number of calls

from prospects or customers

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IT MAY BE TIME TO REVISIT YOUR STRATEGY

So, as the importance of content marketing continues to grow.

of companies surveyed plan to MAINTAIN or INCREASE their

investment in content creation in the coming year.

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Our respondents helped us to discover:

The most effective forms of content delivery

How and where executives access content

The one key characteristic of effective contentThe key challenges content marketers face

For more insights, visit: www.flagshipconsulting.co.uk/EI

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