Prof. Dr. Peter Mathias Fischer, Assistant Professor and Prof. Dr. Sven Reinecke, Executive Director en Associate Professor at Institute of Marketing, University of St. Gallen, Switzerland, doen verslag van de uitkomsten van een onlangs gehouden management forum in Berlijn, exploring recent research into content marketing in order to provide insights that will help to inform the marketer’s approach to this invaluable marketing tool. De European Marketing Confederation, koepel van Europese marketing-beroepsverenigingen waarbij NIMA is aangesloten, publiceerde een rapport met hun bevindingen:
This paper summarises some of the outcomes from these sessions, whilst exploring recent research into content marketing, in order to provide you with insights that will help to inform your own approach to this invaluable marketing tool.
Prevalence of content marketing. Despite content being widely recognised as invaluable for the role it plays in marketing and sales, few organisations today take a planned approach to the deployment of this as part of their marketing toolkit.
In fact, just 28% of B2B companies and 39% of B2C companies have a content marketing strategy in place, according to the Content Marketing Institute (2016).
In a world where customers prefer to be presented with credible information which is not only relevant to them, but also offers them advice on how to solve the challenges they face, this is a dangerous tactic and one which is best avoided.