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 This Week's Marketing How-To
Take 10: 7 Ways to Boost Leads by Fixing Your Web Forms
In just 10 minutes, Bob DeStefano shares tips and best practices you can immediately implement to optimize your Web forms for conversion, turning your website into a lead generation machine. Read more >
 Editors' Pro Pick
Make Every Visitor Count
Is your website optimized for conversions and the best return on your search and advertising investments? Check out the 11 case studies in Website Conversion Success Stories to see how your peers have revitalized their landing pages to turn clicks into cash. Read more >
This Week's Top Articles

59 Proven Ways to Electrify Your Offer and Make More Sales
By Dean Rieck. If you're using direct marketing to sell, then you know that it's all about making an offer. Here are 59 offers that are proven winners. Get the full story >

10 Tips for Building a Revenue-Generating Mailing List for Email Marketing
By Wendy Lowe. Follow these 10 tips, and soon you'll have an email list that helps win business—and is the envy of your competition. Get the full story >

What Online Content Will People Pay For?
By Miles Galliford. With so much freely available on the Web, what type of content will people actually pay for? Get the full story >

Four Social Media Tips for Small Businesses
By Peter Bingaman. Social media can serve as an efficient, low-cost marketing tool for small businesses seeking to generate results. Get the full story >

MarketingProfs Online Seminars

FREE: Cisco and the Social Web: Our Adoption and Evolution
August 26

A Note to Readers
from Ann Handley
Chief Content Officer

The Summer of My Bliss... Content!

A couple of weeks ago, I met with two B2B companies. In each meeting, the subject of content came up as a major thread of discussion.

Which isn't surprising, I suppose, since content is increasingly a cornerstone of how organizations of all stripes and colors and sizes are building relationships with customers and growing their companies online.


A survey that MarketingProfs conducted in the spring (together with Junta 42) bears that out.

Nine in 10 B2B marketers surveyed said they are using content marketing to grow their businesses. The most popular tactics are social media (79%), articles (78%), in-person events (62%), and e-newsletters (61%).

Meanwhile, the most popular social media platforms that B2Bs are using are Twitter (55%), Facebook (54%), and LinkedIn (51%). Blogs are used by half (51%), and YouTube by more than one-third (38%). Although mobile is a hot topic of discussion, it is used only by a small minority (11%).

What's also interesting is that while businesses are all over content marketing, many are still unsure about the effectiveness of individual tactics and channels, not to mention how to measure them. For example, among those who use content marketing, 79% have adopted social media but only 25% say the tactic is effective.

Another interesting finding came in response to the question, "What's your biggest challenge with content marketing?" For those with content marketing strategies in place, the greatest challenge is "producing the kind of content that engages prospects and customers" (36% of respondents).

Intrigued? Yeah... me, too. We'll be sharing more of this survey over the next several weeks. So stay tuned!

Upcoming Events

SocialTech 2010
October 26, 2010

Digital Marketing World 2010
First Wednesday of each month

Social Media is a Powerful Tool for Small Businesses
September 2 with Sean McDonald

Don't be a Report Monkey: Three Steps to Optimizing Online Marketing
September 16 with Jim Sterne

Sure-Fire Tips for Increasing Your Web Conversions
September 30 with Amy Africa

Is Your Company Beloved? How to Drive Extreme Customer Loyalty
October 7 with Jeanne Bliss

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