“Water, water everywhere, but not a drop to drink,” goes the famous line from the classic poem The Rime of the Ancient Mariner. And so it often goes with brand-related content. Marketers often produce massive volumes of content. And yet, in many cases, they are having a tough time quenching the thirst of their target audiences with their content marketing efforts.
By now, most companies have come to recognize the benefits of content marketing and have been aggressively stepping up their efforts to develop new content assets, including whitepapers, eBooks, webinars, infographics, case studies and buyers’ guides. In fact, according to preliminary research findings from the upcoming 2015 Benchmark Report on B2B Content Marketing and Lead Generation, more than half (52%) of marketers allocated a greater portion of their budgets to content marketing over the last 12 months compared to the previous 12 months. What’s more, more than one-quarter (26%) plan to more than double their spending on content marketing over the next 12 months…
Social Listening and Analytics: The Key to Improving Content Marketing
