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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Audience Development

4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations.” There is consistency on both the customer/buyer as well as the seller side regarding this issue.  In my qualitative research work in the past year, this view was evident. Digging into the…

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