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Roadmap to Content Marketing By: BIGEYE Posted on August 15, 2016 Why content marketing?

• 78% of CMOs think custom content is the future of marketing

• 70% of consumers prefer to learn about companies through articles, and 80% of business decision makers prefer to get information about a prospective purchase from articles

• Content marketing costs 62% less than traditional marketing and generates about 3x more leads

• Flat tire - 70% of marketers lack consistency and strategy

Get on the road! 3 steps to get in the driver’s seat of your content marketing

1. Bring the Map - Define and document your strategy

• 61% of the most effective B2B marketers meet daily or weekly with their content marketing team

• Percentage of B2B marketers with a content strategy

• 32% - Yes, undocumented

• 48% - Yes, undocumented

• 16% - No

• 4% - Unsure

2. Choose the Right Destination - Know your audience

• Using buyer personas in an email campaign doubled open rates 2x and click-through rates 5x

• Behaviorally targeted ads are twice as effective

• Marketing personas made websites more effective and easier to use

• 73% of online consumers lose interest with unrelated content

• 4 is the average number of audiences to target

• 61% of consumers say custom content is more effective and increases buying

• Personalized subject lines are 22.2% more likely to be opened

3. Pack Well - Create killer content on the right platforms

• 15 blog posts per month equals 1200 new leads per month

• 82% of marketers who blog see positive ROI for their inbound marketing

• Long-form content (over 1,500 words) is shared more often

• Having at least one image in your blog post results in 64.9% more Facebook shares and 20.36% more Twitter shares

Most effective B2B content marketing tactics: 75% - In-Person Events 66% - Webinars/Webcasts 65% - Case Studies 63% - White Papers 62% - Videos 61% - Research Reports 60% - eNewsletters 59% - Blogs 58% - Infographics 58% - Online Presentations Success!