The Content Marketing Institute has published its annual study on B2B content marketing usage and effectiveness.
As expected, the research is reporting that the content marketing train is showing no sign of slowing down, and will most definitely roll into the upcoming year at full force.
One interesting data point that came through from the study, which contained survey results from 1,400 B2B marketers/CMI subscribers in North America, was that only 36% of B2B marketers considered their content marketing efforts to be ‘effective’ or ‘very effective.’
This scares us.
What causes a
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content marketing program to be deemed ineffective?
The easiest and most superficial way to judge the success of any marketing program is to go by site visits and page views. Does that really translate into sales numbers? Can one accurately quantify the amount of deals that were closed and your return on investment by looking at site traffic readouts?
We think not.
That’s why we’re such firm believers in the cost per lead (CPL) model, which we’ve adopted as the foundation of our Direct Leads platform. Fueled by content marketing, Direct Leads is a lead generation platform that allows you to pay only for the leads that fit your pre-set criteria. This will ensure quantifyable effectiveness and a positive ROI.
Want to learn more about Direct Leads? Click here to request a demo.