Tag Archives: research

Are You Content Marketing?


If you are marketing today and not doing so through organized publicity of your intellectual capital through Content Marketing, you’re missing the boat!

Before you jump in, there are a few things you need to know:

  1. It’s a LOT HARDER THAN YOU THINK!   This takes planning, organizational alignment, rigorous scheduling, and new processes to start,  and – most importantly –  discipline to maintain.
  2. It’s a LOT SIMPLER THAN YOU THINK!  The tools available to support your efforts in this area were simply inconceivable only a few years ago.  Now they enable you to do this complex job more efficiently and effectively.
  3. It’s about WILL POWER!  Focus and tenacity are the hurdles here.  If you have them, you can be winning with content marketing in very short order.

What are the benefits?  “Brand Stickiness,” “Google Juice,” – whatever you want to call it, will bring recognition>leads>business!

The graph displayed here is an image from an excellent research piece done by Roy Young of  Marketing Profs and Joe Pulizzi of  Junta 42 “(B2B Content Marketing, 2010 Benchmarks, Budgets and Trends” [download here] that will give you an overview of the major components of a content marketing effort, along with some very useful statistics.

Some highlights:

  • Nine out of 10 B2B marketers are using content marketing to grow their businesses.
  • Enthusiasm for content marketing is high; however, marketers are still unsure about the effectiveness and impact
  • Content marketing deployment is high across industries, with no single industry reporting below 78% adoption
  • Web traffic is the most widely used success metric (56%) followed by direct sales (49%)
  • On average, B2B marketers allocate approximately 26% of their total budgets to content marketing initiatives
  • The largest challenge is “producing the kind of content that engages prospects and customers” (36% of respondents
  • Social media and article posting are the most popular tactics and are currently used by 79% and 78% of B2B marketers

Get this paper and digest it today!

What About “Women on the Web?”


 Some fantastic research was published on June 30 by the folks at comScore, Inc. in their study “Women on the Web.”

You can download the entire white paper here.

I’m just now digesting it, but here are some key take-aways:

  • Though (slightly) still trailing men in overall internet use globally, women are now more engaged than men on the internet
  • The average 15+ female spends 8 percent more time online than her male counterpart
  • Women have responded rapidly and strongly to social media, though not as quickly to mobile internet (they own less smart phones than their geeky male counterparts)
  • These facts, coupled with the prime-shopper authority most women have in households makes the emerging realm of “Social Commerce” a high-potential area
  • In the realm of search, women prefer Bing more than their male counterparts

Moral of the story:  You’d better be including women in your requirements sessions,  focus groups, user communities, etc. – or you’re missing half of the market!