Digital Marketing Statistics & Metrics

Attracting New Audience is The Top Reason for Using Paid Methods To Distribute Content by North American Marketers With a Rate of 80%, 2019

Digital Marketing | North America

The multi-channel distribution of content competency involves putting in place systems, managers and processes for coordinating, delivering, and tracking content across a wide variety of digital sales, marketing, and media touch points to improve market coverage, drive sales, and enhance the customer experience. Multi-channel distribution of marketing content is the key that improves the customer experience by engaging customers in the channels they prefer. B2B marketers can have paid distribution on both social media as well as on standard participating websites. The value of paid distribution lies in its ability to help digital marketers to find interested audiences for their content.

Take a glance at why North American B2B marketers are using paid methods to support their content:

  • Attracting a new audience is ranked as the top reason for using paid methods to support their content with a rate of 80%.
  • Generating traffic when the organic search isn’t producing the desired results is ranked as the second top reason for using paid methods to distribute content with a rate of 65%.
  • Reaching a niche audience comes at next as a reason for using paid content methods with a rate of 52%.
  • Promoting foundational content also listed as a reason for B2B marketers to use paid content distribution methods with a rate of 47%.
B2B Marketers are using paid methods to distribute content 2019

A Graph Shows Why B2B Marketers Are Using Paid Methods To Support Their Content, 2019.

Content Marketing Institute (CMI)

Marketing and Advertising

Before evolving into what is now the Content Marketing Institute, the organization was known as Junta42. Junta42 launched in 2007 as the industry leader in content marketing matching. Content Marketing Institute (CMI) was founded by Joe Pulizzi, the leading evangelist for content marketing and launched in May 2010.It is a leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI publishes the bi-monthly magazine Chief Content Officer and offers strategic consulting and content marketing research for some of the best-known brands worldwide. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.


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