content marketing tactics
The good news is that 92% of surveyed nonprofit professionals are using content marketing. The not-so-good news is that 26% rate themselves as effective at content marketing and only 25% have a documented content strategy to guide their efforts.
The 2014 Nonprofit Content Marketing Research: Benchmarks, Budgets and Trends–North America, from the Content Marketing Institute and Blackbaud, says the lack of content marketing knowledge and training is a bigger challenge for nonprofit professionals than it is for marketers at business-to-business (B2B) and business-to-consumer (B2C) companies.
Results worth noting:
- Small organizations are more likely than large organizations to have someone who oversees content marketing strategy (71% vs. 62%). Surprised?
- 65% of nonprofit professionals are producing more content than they did one year ago. Continue reading
A recent study by BIA/Kelsey’s Local Commerce Monitor says that small-medium businesses (SMBs) perceived their Twitter ROI as “excellent” (10-19 times spend; 18.8%) or “extraordinary” (20+ times spend; 12.3%), up from 25% of advertisers in last year’s survey and 17.1% in 2011. But, there’s something missing here.
It’s important to know whether these results represent B2C (business to consumer), B2B (business to business) companies, or a mix of both? Personally, the results would have more value if they showed B2B and B2C separately. Other studies I’ve read seem to indicate that B2C companies are benefiting more from social media marketing than B2B.
The study also shows that SMB usage of Twitter for advertising and promotion has been steadily increasing over the past few years. In fact, 24.3% of SMBs used Twitter for advertising and promotion this year, compared with 22% in 2012 and 16.1% in 2011.
Other findings: Continue reading
Here’s a switch. Smaller businesses - those with 10-99 employees - are outdoing large companies with over 1000 employees on content marketing strategy. Almost half of smaller businesses (48%) have a documented content strategy, compared with 41% of large organizations, according to a newly-released study from the Content Marketing Institute and MarketingProfs.
And, get this…
Small companies are more likely than large companies to have someone who oversees content marketing strategy (78% vs. 58%)! Now, that surprised me. You’d think the larger companies could better afford to hire someone or outsource content marketing.
Now, guess which tactic the majority of respondents chose as the most effective tactic? The old-fashioned in-person event! Not much technology involved in meeting face-to-face, is there?
Which content marketing tactics are working best for your business?