CM WORLD 2015: New Content Marketing Research for Manufacturers: Are You Focused on What’s Working?

This post was originally published at contentmarketinginstitute.com

Manufacturing marketers shifted gears in a big way this year, turning their attention toward sales as a primary goal for content marketing.

That’s just one of the findings in our second annual report sponsored by Fathom. This year’s research shows that manufacturing marketers have made numerous other changes since last year. But here’s the kicker: In many cases, there’s disconnect between what they are doing and what works. Let’s take a look.

Sales is a top goal, but only 48% use sales as a metric

Eighty-five percent of manufacturing marketers cite sales as a goal for content marketing (versus 56% last year), putting sales right behind brand awareness (89%).

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Author : Joe Pulizzi

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