Some 79% of B2B marketers currently run a content strategy (Content Marketing Institute, July 2020).
The same research showed just 7% of think their company’s content is exceptional, while 43% said it somewhere in the middle.
Lead Monitor reached out to senior marketers and asked them a simple question: “Please rate the importance of each of these ten following types of marketing content in generating leads.”
Here are the top five in order of importance, alongside advice for producing the best examples of each where relevant (it should be said, having a settled, measurable structure needs to be in place first).
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Edelman and LinkedIn have collaborated for the past three years to investigate the impact of thought leadership on business generation, and found similar issues.