The 2017 Content Marketing Institute and MarketingProfs B2B content marketing research uncovered some fascinating insights this year. One of the most interesting aspects of this research was the techniques B2B marketers are leveraging to better understand their target audiences.
And the techniques they aren’t using.
When asked which techniques they used to better understand their target audience(s) for content marketing purposes, “Auditing Existing Buyer Data” didn’t even crack the top ten (at 24% of respondents). Now there’s a real head-scratcher.
So what were the top 3?
- Website analysis (58%)
- Keyword search (57%)
- Employee feedback (50%)
While all of these techniques are wonderfully helpful, I’d gamble they aren’t giving B2B marketers the ammunition they need when it comes time to flesh out an editorial calendar.