The Content Marketing Institute and MarketingProfs just released their second annual study on B2B content marketing trends and found the following tactics most prevalent among B2B marketers:
The top five tactics – articles, social media, blogs, e-newsletters and case studies – should be in every law firm marketing toolkit and a major focus of your content marketing initiative.
The number of B2B firms that blog rose almost 30% in the past year, from 51% to 65%, with companies that blog reporting an average 55% increase in web traffic.
Not surprisingly, the study also found that the greatest challenge facing marketers is “producing the kind of content that engages prospects and customers.” Perhaps this is why more marketers are outsourcing content production – the survey of more than 1,000 B2B marketers found that 62% now outsource a portion of their content production, up from 55% just one year ago.
Content marketing is an especially effective way for attorneys to demonstrate expertise and gain trust from prospects in a cost-effective manner – it’s the sweet spot for solos and small firms who can’t compete on budget alone.
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One of the secret tools of Internet marketing for attorneys is the power of having a targeted blog. In a report on the influence of blogs, eMarketer.com found that 51% of Internet users in the U.S. (that’s over 91 million people) read blogs, and they project that usage will go to 60% (150 million) in the next four years!
Still think blogs are a fad?
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