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Tag: content marketing strategy

The content marketing schizophrenia and how to solve it

While preparing my speech for Yaşar University in Izmir about “How to create  Contents that rocks“,  I was searching some insights about the most used tactics in B2B and B2C. Looking at the “B2C Content Marketing 2014“ and “B2B Content Marketing 2014” by Content Marketing Institute and MarketingProfs, I found two interesting charts about the preferred tactics used by marketers and the most effective tactics according to industry users. Comparing the two charts I guessed that it exists a deep gap between the tactics used by marketers and the ones considered effective by them. Often the ones they are investing into are not the most effective. For example, 74% of B2C marketers consider in-person events as the most effective, but only 65% of them are using this tactic. Not only, while 88% of B2B marketers  are using social media as main tactic, it seems no one consider this as an effective tactic. In this post I’m going to show you how  B2C and B2B marketers are living a dissociate world; then I’m going to show you that this depends on a excitement about the trend more than a rational motivation. Finally I’m going to give you 5 steps in order to avoid to waste your time and budget. Lets go deep! The confidence gap in B2C   Comparing the adoption rate with the confidence one, we can see that if Social Media ranks as the preferred tactic by marketers, it is considered effective by the 63% of marketers. More, Blogs are used by more than 70% of B2C marketers but just 45% think they are effective. Mobile contents, Webinars, on-line presentations and case studies are consider much more effective than the usage rate could show. We can observe a similar gap when we look at the Social media platforms used, comparing them to the effectiveness rate. Facebook, for example, is used by 89% of marketers but only 62% consider it as an effective tool. Twitter is used by 80% of marketers but just 50% consider it effective. It’s interesting to highlight that, even if more than 40% are confident about Vimeo Effectiveness, less than 20% of B2C marketers adopt it. The confidence gap in B2B The B2B industry reveal a similar gap between implementation and confidence with some, but important, differences. First of all: B2B marketers use social media, but they don’t consider them effective at all.  Research Reports and ebooks register an higher rate of confidence but a low rate of adoption. Even in B2B industry we can observe a deep gap between platform adoption and the confidence in their effectiveness. Linkedin, for example, is largely adopted but the confidence is low. At the opposite, Vimeo – as well…

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