Due to years of irrational content exuberance, the supply of content has surpassed customers’ demand. Yet according to the Content Marketing Institute’s 2015 annual survey, marketers’ biggest challenge is producing engaging content. So while the deluge of substandard content has undeniably surpassed customers’ demand, the supply of quality content has a way to go.
Creating and sustaining a corporate thought leadership program is a significant undertaking. But if done well, it can provide a host of benefits as a multi-pronged marketing tool.
Becoming a thought leader isn’t without challenges. It takes commitment. Yet many category leaders and challengers already understand the value of thought leadership programs and are investing accordingly.
B2B buyers like infographics. According to Eccolo Media, 49 percent of B2B technology buyers ranked infographics as “very or extremely” influential in the technology purchase process.
Demand generation marketers are heavily investing in content creation. It’s a trend that doesn’t show signs of slowing as these same
If you’ve ever made a video for the web, you’ll know that determining an exact length can be tricky. In fact, it’s often a subject of debate. Many people will point to web audiences’ shrinking attention spans and say it should never exceed two minutes. While others will argue that for some topics, two minutes barely allows you to scratch the surface. The reality is, neither camp is wrong.