CLEVELAND, February 24, 2011/PRNewswire/--un new report from the Institute of Marketing content written by Clare McDermott of SoloPortfolio reveals that the professional service firm marketing (PSF) are heavy users of content marketing — including social media, articles and newsletters. What's more, 51% plan to increase investment for the next 12 months, and another 46% expect their investment to remain constant.
(Photo: http://photos.prnewswire.com/prnh/20110224/CL54011) Marketing of PSF were much more likely than average to use blogging as a content strategy (63%) compared to their peers (51% on average). PSFS are also more likely to use LinkedIn as a deployment tool (62% vs. 52% on average).PSF marketing consider events in person the tactical marketing contained more effective (85% believe it is effective against a cross-industry average of 72%). PSF also find marketing webinars/Webcasts relatively effective (67% vs 56% average across industries).
"While the adoption of content marketing is high among professional service companies, the sophistication of content strategy is only still there," says McDermott. "Only 52% of PSFS measure if their programs are generating sales and many fewer are looking at key content marketing metrics like lead quality, SEO, positioning, or inbound links".
"Even if the content marketing is not new, many marketers are still learning," says Joe Pulizzi, founder of Content Marketing Institute and co-author of get content get customers. "Most marketers are beginning to understand the basics, but the results show that need help developing and executing a plan".
The contents of B2B Marketing 2010: Professional Services Industry Report represents the experiences of professional service firms, mainly in 112 small and medium-sized companies category. This report is a subset of Junta42 and MarketingProfs B2B Content Marketing: 2010 benchmark, budgets and trends report, based on surveys of North American B2B marketing over 1100.
Download the report from the Institute of Marketing Content.
On the content Marketing Institute
Institute of Marketing content is the main marketing resource contained on the planet. The CMI group includes the Junta42 content Agency matching tool, Chief Content Officer Magazine and Content Marketing world, the first international event marketing.
About Clare McDermott
Clare McDermott is SoloPortfolio, a leading marketing strategy and editorial branding firm for professional service companies. She is also editor of the magazine's Chief Content Officer.
Contact: Michele Linn
E-mail: Michele@junta42.com
Source content Marketing Institute
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