Alinean joins Content Marketing Institute (CMI)
Started by content marketing guru Joe Pulizzi, the CMI is the go-to source for the latest research, pundit opinions, and best practice advice to help marketers optimize their return on investment from content marketing - the technique of creating and distributing relevant and valuable content to attract, acquire, and engage buyers, is clearly a priority.
Alinean's contributions will specifically target ways b2b marketers can Fight Frugalnomics - helping to overcome growing buyer skepticism, overload and frugality with interactive smart content(tm) and diagnostic sales tools.
How important have these challenges and content marketing become? With the wealth of on-line information available to decision makers, most buyers have leveraged this content to take charge of the buying cycle, engaging with sales representatives later and later. Buyers are clearly in control, and marketers are scrambling to address this power shift, and deliver more content and tools over more channels to actively engage ever more empowered, skeptical and frugal buyers.
"Publish or perish" is now the defining tag-line driving many new B2B marketing strategies, evidenced in research by Joe Pulizzi's Junta42 & MarketingProfs, indicating that:
- 9 of 10 B2B marketers leverage content marketing as part of their marketing programs, with marketers using eight content tactics on average. The most popular tactics are social media (excluding blogs) (79%), articles (78%), in-person events (62%) and eNewsletters (61%).
- 51% of B2B marketers are increasing their spending in content marketing over the next 12 months
- Over a quarter of the total marketing and communications budget now goes toward content marketing