published October 31, 2018

New Research Shows Untapped Opportunity for Content Marketers to Generate Demand Beyond the Top of the Buying Funnel

CLEVELAND, Oct. 31, 2018 (GLOBE NEWSWIRE) — Content Marketing Institute (CMI) just released new research showing how marketers use content marketing to generate demand across all stages of the buyer’s journey. The inaugural market brief, Using Content Marketing to Generate Demand, Create New Audiences, sponsored by ScribbleLive, shows how marketers use content marketing not just to create awareness, but also to nurture leads and build relationships with new and existing audiences.

Read the full report here: http://cmi.media/demandgen18

Nearly all (90%) the marketers CMI surveyed said they use content marketing to generate demand from buyers (create and/or nurture leads or potential customers) at the top, middle, and/or bottom of the buying funnel. However, most activity is concentrated at the top of the funnel (generating awareness/interest).

For example:

  • 87% of those surveyed use content marketing to generate leads/potential customers, whereas only 60% use it to persuade leads to evaluate their organization’s product or service.
  • 51% said their organization receives the most value from content marketing during the early stage of the buyer’s journey (generating awareness/interest).
  • Respondents indicated that nearly half the content they create in 2018 (47%) will be for the early stage of the buyer’s journey (versus 29% for the middle stage and 21% for the late stage).
  • Website traffic (67%), a vanity metric associated with the top of the funnel, is the top success metric.
  • 58% said their organization’s current overall approach to content marketing for demand generation is moderately successful (only 21% said it was extremely/very successful).

“To paraphrase the great comedian Jerry Seinfeld – it’s not enough to gather the attention of a new prospect. You have to hold it as well,” explains Robert Rose, CMI Chief Strategy Advisor. “These results suggest successful demand generation is not possible by simply creating content for the top of the funnel. Success is derived by connecting content-driven experiences deeper in the funnel – the interest and education of the new prospect are held throughout the journey.”

Rose provides commentary on the findings in the market brief, along with suggestions for ways marketers can use content marketing more broadly across the buyer’s journey.

To view more Content Marketing Institute research visit: https://contentmarketinginstitute.com/research/

About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and ContentTECH Summit event is held every spring. CMI publishes the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI.  Content Marketing Institute is organized by UBM, which in June 2018 combined with Informa PLC to become a leading B2B information services group and the largest B2B Events organizer in the world. To learn more and for the latest news and information, visit www.ubm.com and www.informa.com

Press contact:

Amanda Subler

Amanda.Subler@ubm.com

 

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