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Print Posted By ECT News Network on 07/13/2017 in Marketing Software / Services

The 3 Crucial Stages of an Effective Content Marketing Strategy

The 3 Crucial Stages of an Effective Content Marketing Strategy

A recent study by NetLine --  the 2017 State of B2B Marketing Content Consumption and Demand Report -- found that the three key stages of implementing a content-based lead generation strategy that marketers should take into account are:

  • Content Development
  • Targeting
  • Prospect Nurturing

However, the study also found that marketers often focus on one stage more than the others, and thereby miss out on opportunities for optimization.  

Targeting Tips

Netline's report found that in the past year, 65 percent of lead generation campaigns excluded 17 percent of the active marketing audience, comprised of influencers outside the C-suite.

Targeting professionals outside of senior leadership can build greater credibility throughout the buying committee, according to NetLine.

Other findings included:

  • Professionals in the advertising/marketing industry accounted for the highest volume of content consumption by industry sector, 16 percent;
  • Senior-level leadership, including vice presidents and C-level executives, accounted for less than 15 percent of consumption volume;
  • Marketing professionals who self-identified as having a general management job function drove 55 percent of total consumption volume;
  • Only 40 percent of campaigns run in the past 12 months did not apply industry-specific targeting; and
  • Just 19 percent of survey respondents identified a single target industry -- most commonly retail and consumer goods, or computers and technology.

Netline is a B2B content syndication lead generation network that processes more than 700 thousand leads per month across 300 industry sectors.

To learn more about this study, read the entire article on the E-Commerce Times.

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