{"id":25134,"date":"2017-02-18T09:48:07","date_gmt":"2017-02-18T14:48:07","guid":{"rendered":"https:\/\/webtargetinc.com\/comment-planifier-strategie-de-marketing-de-contenu\/"},"modified":"2020-02-27T08:57:01","modified_gmt":"2020-02-27T13:57:01","slug":"how-to-plan-your-content-marketing-strategy","status":"publish","type":"post","link":"https:\/\/webtargetinc.com\/en\/how-to-plan-your-content-marketing-strategy\/","title":{"rendered":"How to Plan your Content Marketing Strategy?"},"content":{"rendered":"<p><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\"  style='background-color: rgba(255,255,255,0);background-position: left top;background-repeat: no-repeat;padding-top:20px;padding-right:0px;padding-bottom:20px;padding-left:0px;border-top-width:0px;border-bottom-width:0px;border-color:#ecefef;border-top-style:solid;border-bottom-style:solid;'><div class=\"fusion-builder-row fusion-row \"><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_2_3 fusion-builder-column-0 fusion-two-third fusion-column-first 2_3\"  style='margin-top:25px;margin-bottom:25px;width:65.3333%; margin-right: 4%;'><div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"   data-bg-url=\"\"><div class=\"fusion-content-boxes content-boxes columns row fusion-columns-1 fusion-columns-total-1 fusion-content-boxes-1 content-boxes-icon-with-title content-left\" data-animationOffset=\"100%\" style=\"margin-top:0px;margin-bottom:20px;\"><style type=\"text\/css\">.fusion-content-boxes-1 .heading .content-box-heading {color:#dd1d44;}\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-link-icon-hover .heading .content-box-heading,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-link-icon-hover .heading .heading-link .content-box-heading,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box-hover .heading .content-box-heading,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box-hover .heading .heading-link .content-box-heading,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-link-icon-hover.link-area-box .fusion-read-more,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-link-icon-hover.link-area-box .fusion-read-more::after,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-link-icon-hover.link-area-box .fusion-read-more::before,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .fusion-read-more:hover:after,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .fusion-read-more:hover:before,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .fusion-read-more:hover,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box-hover.link-area-box .fusion-read-more,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box-hover.link-area-box .fusion-read-more::after,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box-hover.link-area-box .fusion-read-more::before,\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-link-icon-hover .icon .circle-no,\n\t\t\t\t\t.fusion-content-boxes-1 .heading .heading-link:hover .content-box-heading {\n\t\t\t\t\t\tcolor: #dd1d44;\n\t\t\t\t\t}\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box-hover .icon .circle-no {\n\t\t\t\t\t\tcolor: #dd1d44 !important;\n\t\t\t\t\t}.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box.link-area-box-hover .fusion-content-box-button {background: #dd1d44;color: #ffffff;}.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box.link-area-box-hover .fusion-content-box-button .fusion-button-text {color: #ffffff;}\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-link-icon-hover .heading .icon > span {\n\t\t\t\t\t\tbackground-color: #dd1d44 !important;\n\t\t\t\t\t}\n\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box-hover .heading .icon > span {\n\t\t\t\t\t\tborder-color: #dd1d44 !important;\n\t\t\t\t\t}<\/style><div class=\"fusion-column content-box-column content-box-column content-box-column-1 col-lg-12 col-md-12 col-sm-12 fusion-content-box-hover content-box-column-last content-box-column-last-in-row\"><div class=\"col content-box-wrapper content-wrapper link-area-link-icon icon-hover-animation-slide\" style=\"background-color:rgba(255,255,255,0);\" data-animationOffset=\"100%\"><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\" style=\"color:#5c6770;\">\n<h1>How to Plan your Content Marketing Strategy ?<\/h1>\n<p><span style=\"font-size: large; color: #000000;\">&#8220;<em>Instead of one-way interruption, Web marketing is about delivering useful content at just the precise moment that the buyer needs it.<\/em><\/span>&#8221;<br \/>\nDavid Meerman Scott author of New Rules of Marketing &#038; PR.<\/p>\n<p style=\"text-align: justify;\">We&#8217;ve been helping organizations increase\u00a0their inbound traffic from SEO, increase their newsletter performance, boost engagement with their brand and stay top of mind on social media since 2010.<\/p>\n<h2>CONTENT MARKETING PLANNING METHODOLOGY<\/h2>\n<p style=\"text-align: justify;\">Before producing any content to distribute to an audience of prospects or customers, the first step is to define a sound strategy to understand who you&#8217;re targeting with your content, how content will help them in their customer journey and where you&#8217;ll be publishing and promoting that content.<\/p>\n<p style=\"text-align: justify;\">There are four\u00a0pillars to any content marketing strategy:<\/p>\n<h3>1. ASSESS YOUR AUDIENCE &#038; MAP THE\u00a0BUYER&#8217;S JOURNEY<\/h3>\n<p style=\"text-align: justify;\">We\u00a0can\u00a0help you define (or refine) the main personas (or customer profiles) your brand is looking to interact with and we&#8217;ll help you understand and map out\u00a0every stage of their buying decision making process.<\/p>\n<p style=\"text-align: justify;\">There are\u00a0three common types of personas in B2B marketing (which tend to be similar for large purchases in B2C):<\/p>\n<ul>\n<li>The main decision maker<\/li>\n<li>The main influencer to the decision<\/li>\n<li>Secondary influencers<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Here is an example of the main phases of a traditional customer journey:<br \/>\n<img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2287 size-medium alignleft\" src=\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2015\/02\/Buyers_journey_EN-630x59.png\" alt=\"Buyers_journey_EN\" width=\"630\" height=\"59\" \/><\/p>\n<p style=\"text-align: justify;\">For Lead Generation and Sales, the focus is usually on the phases that lead to a purchase. Here we have broken down the decision making steps for each phases:<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2327\" src=\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2015\/02\/Buyers_journey_steps_B2B_EN-630x72.png\" alt=\"B2B_Buyers_journey_steps_to_sale\" width=\"630\" height=\"72\" \/><\/p>\n<p style=\"text-align: justify;\">The buyer&#8217;s journey is not Web or Mobile only centric (even though these are unavoidable touch points); we also consider other content related platforms such as conferences, trade shows,\u00a0in person sales, etc.<\/p>\n<h3>2. DEFINE THE MECHANISMS\u00a0TO CONVERT LEADS INTO CUSTOMERS<\/h3>\n<p style=\"text-align: justify;\">One of the main reasons why organizations implement Content Marketing initiatives is to bring visitors to their website or take them\u00a0from\u00a0social media\u00a0into a process where they can assess the level of interest of a potential customer in their products, qualify that customer by inviting her to fill in a form, and finally identifying when that person is ready to be contacted by a sales person, or encouraged to make a purchase with a special deal.<\/p>\n<p style=\"text-align: justify;\">In the &#8220;Marketing Automation&#8221; or &#8220;Inbound Marketing&#8221; lingo, a company is usually trying\u00a0to help its sale team to get a qualified lead (or Marketing Qualified Lead) so that they can be more effective when\u00a0following up with a sale call, or follow up email.<\/p>\n<p style=\"text-align: justify;\">We can help you identify all the touchpoints throughout the customer journey where it would be appropriate to measure either visitor&#8217;s level of engagement with your\u00a0content, or to trigger a form to get them\u00a0to provide information about themselves that would help qualify if they&#8217;re the target customer you&#8217;re after.<\/p>\n<p style=\"text-align: justify;\">Here is a classic example of such a conversion path on most website with a blog:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-2297\" src=\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2015\/02\/Inbound_Marketing_Conversion_Path.png\" alt=\"Inbound_Marketing_Conversion_Path\" width=\"500\" height=\"151\" \/><\/p>\n<p>We also have experience with a few marketing automation systems, and when required, we can assist with defining Marketing Qualified Lead (MQL) assessment paths, email campaign setups\u00a0and lead scoring logic.<\/p>\n<h3>3. DEFINE THE CONTENT STRATEGY TO ENGAGE YOUR AUDIENCE<\/h3>\n<p style=\"text-align: justify;\">Once target audiences are defined and there is a clear map of all the touchpoints where you\u00a0wish to get them engaged with either content or forms that will help you\u00a0qualify them, the next step is to define what content will need to be produced.<\/p>\n<p style=\"text-align: justify;\">Content is defined through:<\/p>\n<ul>\n<li>Its target persona: the decision maker, the main influencer, secondary influencers, etc.<\/li>\n<li>Its purpose: thought leadership, lead nurturing, helping the buyer, entertaining,\u00a0etc.<\/li>\n<li>Its format: blog post, white paper, case study, eBook, testimonial, Webinar, video Infographic, etc.<\/li>\n<li>Its theme: informative, utility \/ practical, assessment tool, buyer&#8217;s guide, news related, etc.<\/li>\n<li>Its topic: usually specific to the client&#8217;s industry, product, service, customer\u00a0mindset \/ interests, etc.<\/li>\n<\/ul>\n<p style=\"text-align: justify;\">Here is an example of content formats mapping according to a typical B2B customer journey:<\/p>\n<p style=\"text-align: justify;\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2324\" src=\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2015\/02\/Buyers_journey_Content_Formats_B2B_EN-630x190.png\" alt=\"Buyers_journey_Content_Formats_B2B_EN\" width=\"630\" height=\"190\" \/><\/p>\n<p style=\"text-align: justify;\">Our content planning process is the following:<\/p>\n<ol>\n<li>Identify content formats for each step of the buyer&#8217;s journey<\/li>\n<li>Identify content\u00a0themes for each one of these formats and according to buyer&#8217;s journey<\/li>\n<li>Identify topics\u00a0and titles for each piece of content that needs to be produced<\/li>\n<li>Plan for\u00a0content production resources and\u00a0editorial calendar<\/li>\n<\/ol>\n<p>We use content planning tools (usually spreadsheets) to define the different types of content and their topics and position them in the buyer&#8217;s journey.<\/p>\n<p>We also use mind mapping tools to help define as many content topics as much possible, sometimes down to the article title, so that we cover a large range of subjects to produce an interesting diversity of written\u00a0content. Here is an example:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2323\" src=\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2015\/02\/Content_Marketing_Mind_Map_example-630x323.png\" alt=\"Content_Marketing_Mind_Map_example\" width=\"630\" height=\"323\" \/><\/p>\n<h3>4. DEFINING THE KEY PERFORMANCE METRICS TO MEASURE SUCCESS<\/h3>\n<p style=\"text-align: justify;\">A recurring complaint about Content Marketing or Social Media Marketing is related to understanding the\u00a0Return on Investment (ROI) or the performance of the content produced. The issue is often more related to the lack of initial planning or\u00a0goals to define and measure performance in the first place. Sometimes it&#8217;s also due to poor execution of the content plan (like not targeting the right audience, or publishing enough content) but for the most part, and for all our clients, Content Marketing delivers.<\/p>\n<p>Key Performance Indicators (KPI) may vary from one client to another but the main KPIs are usually:<\/p>\n<ul>\n<li>Increase in Organic Traffic to the website (unique visitors, visits, and page views)<\/li>\n<li>Number of forms filled in (whether contact forms, or gated content forms)<\/li>\n<li>Number of leads and marketing qualified leads<\/li>\n<li>Number of subscribers to the website&#8217;s newsletter<\/li>\n<li>Increase in open rate and clickthrough rate in newsletters<\/li>\n<li>Number of fans on Social Media, and traffic from these fans to the website<\/li>\n<li>Google Search Engine Page Ranking compared to competitors<\/li>\n<\/ul>\n<p>Another challenge with performance measurement is collecting the analytics data on all existing platforms (website, newsletter, social media, and 3rd party services) and interpreting the results in correlation with all the ongoing marketing initiative.<\/p>\n<p>We can help benchmark current online performance, define or refine KPI, collect data in dashboards and produce monthly reports with insights about what the data means and what adjustments should be made to the Content Marketing plan to improve its results.<\/p>\n<p>Here are the trends for what most B2B or B2C organizations define as their KPI measurements (from the <a title=\"2015 Benchmarks, Budgets and Trends \u2014 North America\" href=\"http:\/\/contentmarketinginstitute.com\/research\/\" target=\"_blank\" rel=\"noopener noreferrer\">Content Marketing Institute Research<\/a>):<\/p>\n<p><a href=\"http:\/\/contentmarketinginstitute.com\/research\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-2332 size-full\" src=\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2015\/02\/b2b-b2c-content-marketing-goals-KPI-CMI-2015.jpg\" alt=\"b2b-b2c-content-marketing-goals-KPI-CMI-2015\" width=\"1124\" height=\"712\" \/><\/a><\/div><\/div><\/div><style type=\"text\/css\">\n\t\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .heading-link:hover .icon i.circle-yes,\n\t\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box:hover .heading-link .icon i.circle-yes,\n\t\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-link-icon-hover .heading .icon i.circle-yes,\n\t\t\t\t\t\t.fusion-content-boxes-1 .fusion-content-box-hover .link-area-box-hover .heading .icon i.circle-yes {\n\t\t\t\t\t\t\tbackground-color: #dd1d44 !important;\n\t\t\t\t\t\t\tborder-color: #dd1d44 !important;\n\t\t\t\t\t\t}<\/style><div class=\"fusion-clearfix\"><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_1_3 fusion-builder-column-1 fusion-one-third fusion-column-last 1_3\"  style='margin-top:25px;margin-bottom:25px;width:30.6666%'><div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"   data-bg-url=\"\"><div class=\"fusion-content-boxes content-boxes columns row fusion-columns-1 fusion-columns-total-1 fusion-content-boxes-2 content-boxes-icon-with-title content-left customSidebar\" data-animationOffset=\"100%\" style=\"margin-top:0px;margin-bottom:20px;\"><style type=\"text\/css\">.fusion-content-boxes-2 .heading .content-box-heading {color:#dd1d44;}\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-link-icon-hover .heading .content-box-heading,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-link-icon-hover .heading .heading-link .content-box-heading,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box-hover .heading .content-box-heading,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box-hover .heading .heading-link .content-box-heading,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-link-icon-hover.link-area-box .fusion-read-more,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-link-icon-hover.link-area-box .fusion-read-more::after,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-link-icon-hover.link-area-box .fusion-read-more::before,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .fusion-read-more:hover:after,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .fusion-read-more:hover:before,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .fusion-read-more:hover,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box-hover.link-area-box .fusion-read-more,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box-hover.link-area-box .fusion-read-more::after,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box-hover.link-area-box .fusion-read-more::before,\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-link-icon-hover .icon .circle-no,\n\t\t\t\t\t.fusion-content-boxes-2 .heading .heading-link:hover .content-box-heading {\n\t\t\t\t\t\tcolor: #dd1d44;\n\t\t\t\t\t}\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box-hover .icon .circle-no {\n\t\t\t\t\t\tcolor: #dd1d44 !important;\n\t\t\t\t\t}.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box.link-area-box-hover .fusion-content-box-button {background: #dd1d44;color: #ffffff;}.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box.link-area-box-hover .fusion-content-box-button .fusion-button-text {color: #ffffff;}\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-link-icon-hover .heading .icon > span {\n\t\t\t\t\t\tbackground-color: #dd1d44 !important;\n\t\t\t\t\t}\n\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box-hover .heading .icon > span {\n\t\t\t\t\t\tborder-color: #dd1d44 !important;\n\t\t\t\t\t}<\/style><div class=\"fusion-column content-box-column content-box-column content-box-column-1 col-lg-12 col-md-12 col-sm-12 fusion-content-box-hover content-box-column-last content-box-column-last-in-row\"><div class=\"col content-box-wrapper content-wrapper-background link-area-link-icon icon-hover-animation-slide\" style=\"background-color:#f7f7f7;\" data-animationOffset=\"100%\"><div class=\"fusion-clearfix\"><\/div><div class=\"content-container\" style=\"color:#5c6770;\">\n<h3 style=\"text-align: left; padding-top: 0px;\">Key Content Marketing Stats<\/h3>\n<ul>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">50% of consumer time online is spent engaging with custom content. (Source:\u00a0<a href=\"http:\/\/blog.hubspot.com\/marketing\/13-spooky-stats-to-scare-your-boss-into-better-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">HubSpot<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">73% of consumers get frustrated by irrelevant web content. (Source:\u00a0<a href=\"http:\/\/blog.hubspot.com\/marketing\/13-spooky-stats-to-scare-your-boss-into-better-marketing\" target=\"_blank\" rel=\"noopener noreferrer\">HubSpot<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">70% of consumers prefer to get to know a company through original articles. (Source:\u00a0<a href=\"http:\/\/www.slideshare.net\/ContentPlus\/aof-c-cp-outlined\" target=\"_blank\" rel=\"noopener noreferrer\">ContentPlus<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">90% of consumers find custom content useful, 78% believe the organizations behind the content are interested in building good relationships. (Source:<a href=\"http:\/\/mcmurrytmg.com\/contentology\" target=\"_blank\" rel=\"noopener noreferrer\">McMurray\/TMG<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">57% of marketers report custom content is their top marketing priority for 2014. (Source:\u00a0<a href=\"http:\/\/www.altimetergroup.com\/research\/reports\/organizing-for-content\" target=\"_blank\" rel=\"noopener noreferrer\">Altimeter<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">93% of B2B marketers leverage\u00a0content marketing and\u00a0use 12 different content marketing tactics. (Source: <a href=\"http:\/\/www.iab.net\/media\/file\/B2BResearch2014.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Content Marketing Institute<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">76% of B2B marketers blog, and 73% publish case studies. (Source:\u00a0<a href=\"http:\/\/www.iab.net\/media\/file\/B2BResearch2014.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">CMI<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">The most effective B2B marketers believe blogs are the most powerful content marketing tactic. (Source:\u00a0<a href=\"http:\/\/www.iab.net\/media\/file\/B2BResearch2014.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">CMI<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">Top KPI\u00a0of content marketing success are traffic, quality leads, social shares, and SEO. (Source:\u00a0<a href=\"http:\/\/www.iab.net\/media\/file\/B2BResearch2014.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">CMI<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">The average organization spends 30% of their marketing budget on content. (Source:\u00a0<a href=\"http:\/\/www.iab.net\/media\/file\/B2BResearch2014.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">CMI<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source:\u00a0<a href=\"http:\/\/www.demandmetric.com\/content\/content-marketing-infographic\" target=\"_blank\" rel=\"noopener noreferrer\">DemandMetric<\/a>)<\/span><\/li>\n<li style=\"text-align: justify; margin-bottom: 10px;\"><span style=\"font-size: small;\">Customers who receive email newsletters order 28% more often, and their orders spend\u00a044% more\u00a0with\u00a0the company. (Source:<a href=\"http:\/\/www.icontact.com\/blog\/email-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u00a0iContact<\/a>)<\/span><\/li>\n<\/ul>\n<h3 style=\"text-align: left;\">Latest\u00a0Content Marketing Benchmarks &#038;\u00a0Trends<\/h3>\n<p style=\"text-align: left;\"><a href=\"http:\/\/contentmarketinginstitute.com\/2014\/10\/2015-b2b-content-marketing-research\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2334\" src=\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2015\/02\/2015-B2B-Research-Cover-CMI.jpg\" alt=\"2015-B2B-Research-Cover-CMI\" width=\"100\" height=\"75\" \/>CMI&#8217;s B2B Content Marketing: 2015 Benchmarks, Budgets and Trends<\/a><\/p>\n<p style=\"text-align: left;\"><a href=\"http:\/\/contentmarketinginstitute.com\/2014\/10\/2015-b2c-consumer-content-marketing\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2335\" src=\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2015\/02\/2015-B2C-Research-Cover-CMI.png\" alt=\"2015-B2C-Research-Cover-CMI\" width=\"100\" height=\"75\" \/>B2C Content Marketing: 2015 Benchmarks, Budgets and Trends<\/a><\/p>\n<\/div><\/div><\/div><style type=\"text\/css\">\n\t\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .heading-link:hover .icon i.circle-yes,\n\t\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box:hover .heading-link .icon i.circle-yes,\n\t\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-link-icon-hover .heading .icon i.circle-yes,\n\t\t\t\t\t\t.fusion-content-boxes-2 .fusion-content-box-hover .link-area-box-hover .heading .icon i.circle-yes {\n\t\t\t\t\t\t\tbackground-color: #dd1d44 !important;\n\t\t\t\t\t\t\tborder-color: #dd1d44 !important;\n\t\t\t\t\t\t}<\/style><div class=\"fusion-clearfix\"><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-2 fusion-parallax-none nonhundred-percent-fullwidth hundred-percent-height hundred-percent-height-center-content non-hundred-percent-height-scrolling\"  style='background-color: rgba(255,255,255,0);background-image: url(\"https:\/\/webtargetinc.com\/wp-content\/uploads\/2019\/01\/register-cta-bg.png\");background-position: center center;background-repeat: no-repeat;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;'><div class=\"fusion-fullwidth-center-content\"><div class=\"fusion-builder-row fusion-row \"><div  class=\"fusion-layout-column fusion_builder_column fusion_builder_column_3_5 fusion-builder-column-2 fusion-three-fifth fusion-column-first 3_5\"  style='margin-top:25px;margin-bottom:25px;width:60%;width:calc(60% - ( ( 4% ) * 0.6 ) );margin-right: 4%;'><div class=\"fusion-column-wrapper\" style=\"padding: 0px 0px 0px 0px;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;\"   data-bg-url=\"\"><style type=\"text\/css\"><\/style><div class=\"fusion-title title fusion-title-1 fusion-sep-none fusion-title-text fusion-title-size-two\" style=\"font-size:60px;margin-top:20px;margin-bottom:20px;\"><h2 class=\"title-heading-left\" style=\"margin:0;font-size:1em;line-height:1.25em;color:#ffffff;\">The Webtarget Guide to Digital Marketing<\/h2><\/div><div class=\"fusion-text\"><p style=\"font-size: 15px; color: #ffffff;\">Find out about the latest trends, performance benchmarks and best practices in online marketing. 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