Effective content doesn’t depend on SEO friendliness or quality of editing, say B2B marketers responding to an Optify survey released this month. Instead, it’s all about engaging and compelling storytelling. Asked the 3 most important elements of successful content, survey respondents resoundingly chose this element (81.5%), far ahead of others such as originality (52.6%) and custom content (49.2%).
This focus on storytelling may be why these marketers tend to see longer content formats and personal contact as more effective. Almost 8 in 10 consider case studies to be effective in engaging prospects and delivering message, with white papers (73%) and in-person events (72%) following. By contrast, formats such as advertorials (18%) and community threading (20%) are seen as effective by only a minority of respondents, presumably as they don’t allow for the same level of engagement. Read the rest at MarketingCharts.
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