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.

Why Personalisation Is the Future of B2C Content Marketing

Posted by Eilis Cope MCIM on August 6th, 2018

Long gone are the days when traditional forms of advertising – TV and radio commercials, newspaper ads, cold calls, etc. – were enough to satisfy consumers’ demands for company and product information. Today, your customers want to be engaged and even entertained as they embark upon the buyer’s journey from product discovery through to purchase – a journey that now takes place primarily online.

However, what’s engaging and entertaining for one customer may not be so for another – and that means that brands need to find ways and means to connect with their customers on an individual level.

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?

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.

5 Tactics for Inbound Marketing Success

Posted by Eilis Cope MCIM on March 23rd, 2017

Today, traditional outbound marketing has fallen by the wayside – and for good reason. Who really likes a quiet evening at home being interrupted by cold calls from pushy sales people? And what about all those TV commercials in the middle of our favourite shows, or marketing emails that we never signed up for invading our inbox?

No. Many consumers have simply had enough of businesses forcing such marketing messages upon them – especially in such invasive and unsolicited terms.

Categories: Digital Marketing, Inbound Marketing, Marketing