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Is Content the New Source of Sales and Marketing Disconnect?

Content marketing has emerged as the “strategy de jour” for B2B marketers.

According to the Content Marketing Survey Report published by E-Consultancy:

  • Over 90% of respondents believe that content marketing will become more important over the next 12 months.
  • Nearly three quarters (73%) of digital marketers agree that ‘brands are becoming publishers’.
  • Top content marketing objectives include: Search engine optimization, inbound lead generation, positioning a brand as a thought leader in your space

Marketing is creating all of this thought-provoking content and spending tens of thousands of dollars (or more) to license and underwrite research from industry think tanks. They are sprinkling content all over the Internet, optimizing it for the top search keywords to generate traffic and inbound leads, blasting it out to their email lists, and driving it through LinkedIn, Twitter and, even now, Facebook.

The most brilliant content in the world is only effective when it is engaging the right audience. Marketing and sales teams need to share information and ideas to ensure they are crafting content that is relevant AND drives new business.

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