6 Phases of an Effective B2B Content Marketing Strategy

Posted by Eilis Cope MCIM on February 9th, 2021

Content marketing is fast becoming one of the most widely used marketing tactics in the B2B realm. Today, 88% of B2B organisations use content marketing – a practice defined by the Content Marketing Institute as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and, ultimately, to drive profitable customer action.”

However, despite high adoption rates, it may (or may not) surprise you to learn that, according to the B2B Content Marketing 2016 report, only 30% of B2B marketers say their organisations are effective at content marketing – down from 38% in last year’s report.

Beyond the Blog: Why Content Marketing Is Much More than Just Blogging

Posted by Eilis Cope MCIM on July 13th, 2018

Content marketing. It’s become the marketer’s weapon of choice over the past few years. 86% of B2C organisations now use content marketing, according to the latest figures from the Content Marketing Institute, as do a massive 91% of B2B organisations.

(Image source: contentmarketinginstitute.com)

Why are so many companies committed to content marketing?

What Is Account-Based Marketing and Do You Need It?

Posted by Eilis Cope MCIM on June 27th, 2018

B2B organisations have long based their marketing strategies around campaigns that cast the net far and wide in an effort to appeal to as many companies as possible in the target market. While this is often a successful approach, over the past three or four years an alternative has emerged that is proving to be the hot new kid on the B2B marketing block – account-based marketing (ABM).

How to Market to Millennials

Posted by Eilis Cope MCIM on May 14th, 2018

As one of the largest living generations in the world, millennials – defined as being born between 1981 and 1997 – are now well into adulthood. They have money to spend, and make up an extremely large percentage of the global consumer base. As such, companies all over the world need a robust millennial marketing strategy to target them – but it’s important to understand that millennials are an entirely different breed to the generation Xers and baby boomers that came before them.