A recent case study by Marketing Sherpa discovers that IBM is finding success with content marketing. The launch of their new dynamic website, the Big Data and Analytics Hub, is driving brand awareness and social engagement amongst their audience.
While the Big Data & Analytics Hub is an ongoing project, from January 2013 to January 2014 the site experienced:
- 291% increase in social referral traffic
- 151% increase in organic search
- 269% increase in average time spent on the website
IBM was able to build a successful content marketing strategy by focusing not on what they wanted to tell their customers, but what their customers wanted to hear. Content must always be created with your audience in mind, otherwise it will lack relevance and reduce engagement – even if it is high quality.
Read original article at Marketing Research…