Another key question posed to the panelists was:
Answers included:
- Re-purpose your content and keep it up to date
- Measure your content results early and often
- Leverage social media
- Post multiple times to build traction
- Make sure you are sending your content to the right audience
- Tap your internal team for blogging and content production
- Make content creation part of your organizational culture
As the discussion came to a close, Gary Robbins, partner, Frost & Sullivan’s Brand and Demand Solutions, stated that although recent statistics show that approximately 80% of marketers are using and leveraging content, only about 20% are producing a sufficient amount of content to meet the growing demand.
He underscored the challenges that many organizations face in producing relevant and timely content and noted the many forms business content can take including white papers, blogs, videos, case studies and more. He reminded the participants and all marketers of the importance of creating content that stands out in the field, is sticky and relevant and captures the audience’s attention.
Robbins closed by describing various content solutions and strategies, and offered the example of Frost & Sullivan’s interactive white papers, which combine valuable written content with engaging video, no doubt a growing next-generation approach. Finally, he reminded the audience that the ultimate, underlying objective of content marketing is always to drive ROI.
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