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How Companies Use Content Marketing to Generate New Leads
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What tactics are marketers using to generate new leads? That depends on whether you’re marketing B2B or B2C. According to CMSWire, while many of the tactics used are similar, there are also some key differences. Here’s a closer look:

  • Email marketing tops the list of effective strategies, with 58 percent of B2B companies and 63 percent of B2C companies reporting that it’s their most effective marketing tactic.
  • When it comes to social media, 83 percent of B2B companies rely on LinkedIn (it’s the top social site they use). Over on the B2C side, however, Facebook dominated, used by a whopping 90 percent of marketers for sharing content.
  • While not as widely used, blogging is very effective for both types of companies. B2B companies that blog generate 67 percent more leads per month than those that don’t, while B2C companies that blog see even better returns—they generate 88 percent more leads per month than those that don’t.

Both types of companies face challenges when it comes to content marketing—although the challenges differ. B2B companies say the most difficult aspect of content marketing tactic is simply creating content. For B2C companies, the hardest part is managing social media.

How can you overcome these challenges?

For B2B companies, creating quality content can be difficult as it requires someone with an understanding of the company’s products and services, of its unique selling proposition relevant to competitors, and of the problems faced by customers and prospects that the product or service can solve. Wrapping all of that up into a useful, compelling package can be tough. If you don’t have enough staff on your marketing team to create your own content, one good solution can be outsourcing to freelance writers or other content creators. You can also save time and money by repurposing content. For instance, film a long video, then break it down into three-minute segments. Compile a series of blog posts into a white paper or ebook, or vice versa—break down the results of your latest customer survey into a series of blog posts.

For B2C companies, managing social media’s many channels can seem overwhelming. It’s best to keep your social media management in-house, so rather than outsourcing, try focusing on a few channels that provide the best return for you. If most of your customers are on Facebook and Pinterest, for example, you might not need a presence on Twitter or Instagram. If you do need to manage multiple channels, invest in social media management tools that help you schedule, track and respond to activity on your accounts.

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