Avoid Corporate Claptrap, Tap into Human Emotion to Build Brand Awareness

Avoid Corporate Claptrap, Tap into Human Emotion to Build Brand Awareness

The Content Marketing Institute (CMI) held a webinar on December 18 about content strategy called “Roundtable: 5 Tips for Maximizing the ROI of Your Content Marketing Strategy”. The roundtable panelists were Joe Pulizzi of CMI, Ann Handley of MarketingProfs, and Steve Rotter of Brightcove. These three content marketing gurus began the webinar by discussing the findings of a recent study conducted by Pulizzi and Handley, for which they surveyed B2B companies about their content marketing efforts in order to uncover the field’s direction. The panelists showed surprise that the top content marketing goal for B2B companies is brand awareness, with 82% of respondents identifying it as a driving factor behind content marketing efforts. Additionally, 74% of respondents to the Pulizzi and Handley case study pointed to lead generation as an important reason for investing in content marketing, and 71% selected customer acquisition as a goal. The panelists threw out guesses as to why most B2B companies would select building brand awareness as one of the most important content marketing objectives. They pointed to the dearth of data around brand awareness as the reason why most companies have a strong brand awareness mission. With a lack of information to analyze and draw upon to calculate future strategies, it makes sense that B2B companies feel lost in the dark when it comes to building brand awareness, and thus keep it as a top priority when engaging online audiences. Acquiring a handful of Facebook likes on a business page or even a few retweets of a particularly thought-provoking Twitter message do not necessarily correlate with stronger brand awareness. Yes, it does mean...