The Content Marketing Report shows that 85% of marketers use content marketing regularly with 91% claiming they use content marketing for engagement and 84% for lead generation. However creating content is useless if it is not shared in the right places to the right audience.

Deciding which content tools to use can be a difficult task as you have to find the best way to reach your audience whether it be through social media, white papers or videos. However within the Content Marketing Report it shows the most popular tools used for content promotion is social media (89%) and eNewsletters (88%), both of which work well together within a marketing strategy for online engagement and can be easily used to promote each other. According to B2B marketingusing social networks, eNewsletters or videos are more effective than TV and radio advertisements as it builds a relationship of trust and loyalty.

It is also suggested by Marketing Prof’ that eNewsletters is one of the best methods for lead generation, more of which can be viewed in our blog ‘How to Achieve an Effective Marketing Mix’. This is largely due to email now being the preferred form of communication. eNewsletters are perfectly placed to shape the audiences perception of your business and inform your customers about large pieces of information.

Deciding on the channels to share your marketing content through will highly depend on the medium your audience are most receptive to, the amount of time you have and the amount of money you are prepared to spend. For example, if you’re going to promote your marketing content via eNewsletters, there are various contributory success factors to consider such as ensuring the message is relevant, the design appealing and getting the best time to send, etc.

To help you get the best out of your marketing content, here are some helpful tips:

  • Market Research: Research your target audience to understand where and when is best to post your marketing content and in what style
  • Mobile Ready: With more people engaging with social media and emails via smart phones, it would be wise to make sure your marketing content is adapted to Responsive Web Design
  • Images: B2B Marketing suggests the use of images enhances the engagement and that the most read and shared content has stand-out images.
  • Analysis: Analyse and track all of your marketing content to learn what’s successful and what can be improved. By conducting analysis of your content you can also identify any opportunities missed to nurture your audience, as well as measure against competitors.

For more useful information on how to get the most out of your marketing content please read our handy eGuide The 7 Habits of Highly Successful Digital Marketers.

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