A Scenic Tour of the Online World

Content Marketing – Deciding What Kind of Content to Produce

Tuesday, January 14th, 2014

You might consider the content marketing facts below, from CMI’s 2014 survey of trends in content marketing, as you decide exactly what kind of content to produce for your content marketing, email marketing, and social media efforts.

The average number of content marketing tools that B2B marketers are using 13.

The most popular of these tools all have adoption rates above 60%:

  • Social media (not blogs)
  • Website content
  • Email newsletters
  • Blogs
  • In-person events
  • Case studies
  • Videos
  • Web content – other websites
  • White papers
  • Online presentations
  • Webinars

The questions we have for you:

How many of these most popular tools are you using?

Do the resources you have available make it easier than average for you to make use of some of the less popular tools? These include tools with adoption rates ranging between 50% and 20%.

  • Infographics
  • Microsites
  • eBooks
  • Mobile apps
  • Podcasts
  • Print newsletters

The best strategy might be to select your strengths from both groups. Consider it a “content marketing long-tail” strategy. Give the audience what it expects while also seeking out less competitive arenas to get yourself noticed. 

Don’t forget that whatever you do must fit into an overall strategy that establishes your authority and strengthens relationships with clients and prospects.



Can’t decide what kind of content to produce for your content marketing. Consider a “content marketing long-tail” strategy.

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