When it comes to content marketing, it’s hard to know if you should be focusing on brand awareness or sales. Written content or video? What works best?
A recent survey of 217 B2B manufacturing marketers in North America found that brand awareness was the number one goal in their content marketing, and sales was the second place goal.
The survey also found that video was the most used tool for content marketing and YouTube was seen as the most effective social media platform.
Surprisingly though, LinkedIn was used more often than YouTube, and video was used more than in-person events even though events were seen as more effective.
The moral of the story here is to know what works for your company – study your competition and monitor your own marketing – and then form a strategy to to embrace it.