eMarketer estimates that this year, nearly 85% of US companies with 100 or more employees will use Facebook for marketing purposes, and just under two-thirds will use Twitter. Those using one or both of the platforms to distribute content lay out their plans very differently, based on October 2014 research by Percolate.
Content marketing goes beyond social and short-form content such as tweets and status updates, used by 43% of survey respondents, and includes everything from e-newsletters (57%) and images (49%) to presentations (39%), blog posts (34%) and long-form videos (34%). Marketers must cut through the clutter and figure out what content to use for their audiences. Percolate found that they were most likely to do this by looking at performance data of past content and campaigns as well as actively monitoring general activity on social channels, each cited by 31%. Read the rest at eMarketer.