Content marketing: “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action” - Content Marketing Institute
As a marketer in 2016, there is no doubt you are aware of the importance of content marketing. A well thought out content marketing strategy allows marketers to hone in on their target audience, define what their needs are, and provide them with relevant insights. In fact, according to the Content Marketing Institute’s B2B Content Marketing 2016 report, 88% of B2B marketers report using content marketing as a component in their marketing plans – making up an average of 28% of their annual marketing spend.
But with all of this adoption, the amount of content available for consumption every day can be overwhelming. Between blog posts, article shares on Twitter and LinkedIn, videos, webinars, infographics, Slideshare, e-newsletters, etc. – it often feels like an insurmountable task to stand out from the crowd and get your message read by the right people.
The good news is that it is not hopeless – with a targeted plan in place, your message can and will be heard. But with the wide range of options for publishing and reaching your audience, how much weight should you give to social media publishing options like LinkedIn Pulse vs. self-publishing on your company website and blog?