September 01, 2014

New Research Shows Content Creation Is the Most Effective Inbound Marketing Tactic, But Still a Challenge

Inbound marketing is the 21st century approach to attracting buyers, generating leads, and nurturing sales. The strategy utilizes many forms of marketing tactics from content marketing to search engine optimization to social media. Yet while inbound marketing is extremely effective – 41 percent of marketers say the strategy yields ROI for their company—it’s not the easiest thing to get down.

In fact, B2B inbound marketers have a tough job. Not only are they tasked with creating custom content, tracking metrics, and populating social feeds, but they’re also responsible for ensuring that their efforts are aligned and integrated with larger business goals. Not to mention, they’re expected to do all of this on a limited budget.

So, what inbound marketing tactics are working and which aren’t? What are the top priorities of today’s inbound marketers?   

According to a newly released study from Ascend2, titled “Inbound Marketing: Research Summary Report, which polled 270 marketing, sales, and business professionals from around the world who use inbound marketing tactics” inbound marketers say their top objectives for the year ahead are to boost conversion rates and improve the quality of leads. And the most effective tactic they say will help them achieve these goals is content creation.

In fact, over 50 percent of respondents say content creation is one of the most effective inbound tactics they employ. Content— which can be in the form of case studies, whitepapers, videos, infographics, you name it—allows businesses to connect with consumers and provide a richer, personalized, more relevant experience that traditional marketing tactics simply can’t do.

In addition to being one of the most effective tactics, however, content creation is also seen as being one of the most difficult to execute. Whether it be a lack of time, writing expertise, or resources, creating engaging copy that converts can be difficult. After all, if it was easy, everyone would do it –and do it well.

For marketers who are feeling increased pressure to create compelling content contracting the help of a content strategy vendor may be your best option. After all, 47 percent of companies are now outsourcing their content needs to a third-party content strategy vendor. Best-in-class vendors take the burden of creating content off your shoulders, leaving you free to concentrate on your other inbound marketing efforts. What’s more, they’ll help craft and conceptualize your content strategy from the ground up.

To learn more about how a content strategy vendor can help take your inbound marketing strategy to the next level, click here.

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