Using Content For Customer Engagement
A recent report from the CMO Council and Rock Content reveals that marketing leaders believe interactive brand content is helping to communicate brand promise and value, deliver thought-leadership, and differentiate products and services as well as enable demand generation strategies.
Of the almost 200 marketing leaders from B2B, B2C and hybrid organizations surveyed, 61% named the communication of brand promise and value as one of the top 5 roles that content plays in their customer engagement strategy.
Other top roles (respondents were asked to select their top 5) for interactive brand content are to deliver thought-leadership (51%) and to communicate with customers, prospects and partners (45%), power demand generation or lead acquisition strategies (42%) and differentiate products or services (40%).
In the B2B arena, prior research shows that not only have marketers seen content help in these areas but that more are reporting reaping the benefits of successful content. Indeed, half of B2B buyers say they are more likely to purchase from a vendor after reading its content. Read the rest at Marketing Charts.
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