One way marketers can contend with nonlinear media consumption and a reformulated path to purchase is through content creation. Consumers not only respond to content, but also seek it out.
Most content marketing aims to drive pre- and post-sales activity, according to a Content Marketing Institute (CMI) and MarketingProfs report. However, in the same study of B2C content marketers in North America, 55% of respondents cited direct sales as a key metric of content marketing success, second only to increased web traffic.
And the notion of content is expansive, comprising owned, earned and even paid media. In fact, in the CMI/MarketingSherpa study, social media ranked with articles on brand websites as the leading content marketing tactics, used by 84% of respondents each.
Read more details on this study at emarketer.