Integrating content into customer flow From CMO Council

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The following is the Integrating content into customer flow From CMO Council recommended by recordtrend.com. And this article belongs to the classification: research report, network marketing.

CMO Council and rock content released a new report “integrating content into customer flow.”. Marketing leaders believe that interactive brand content helps to convey brand commitment and value, provide thought leadership, differentiate products and services, and achieve demand generation.

Among nearly 200 marketing leaders from B2B, B2C and hybrid companies, 61% of the respondents listed brand commitment and value communication as the most important goals of content in their customer contact strategy. Other top roles of interactive brand content are to provide thought leadership (51%), communicate with customers, prospects and partners (45%), generate potential demand or lead acquisition (42%), and differentiate products or services (40%).

Strategies for relying on strong interactive content

Most field marketing leaders (77%) said they believed that demand generation strategies depended on the successful development of strong interactive brand content. Another 53% of respondents have the same view on sales and sales promotion strategy.

Marketers also believe that customer reward programs (45%) and customer service / support (45%) rely on strong content. Not only that, but almost 43% of respondents said strong content was important in terms of customer retention and reactivation programs. Many CMOS expect customer retention to improve this year.

Other strategies that may rely less on interactive content include ABM programs (42%), trade shows and industry gatherings (41%), employee engagement (37%), talent recruitment (32%), on-site activities (31%) and staff training (26%).

Content strategy affected by budget and time

Only about one-third of the respondents (34%) thought their content quality and impact were “good” and 7% thought it was outstanding. In contrast, the majority of respondents (43%) rated their content as “medium” because some of the content they used was good enough to resonate with customers, drive value, and some were a waste of budget.

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