Content marketing is rapidly evolving as a marketing discipline and seems to be the term on everyone's lips in the media and marketing industries around the world, but evidence suggests more education is needed to help marketers practise this new discipline effectively. A study of US B2C marketers released by the Content Marketing Institute shows that while 90% of B2C marketers are already using content marketing, only 34% rate themselves as effective at it and 52% have no documented content strategy. In response to this need, the Media Network's next live chat offers the opportunity for B2C marketers to come together, debate and have their content marketing questions answered.
The focus of the chat will be increasing effectiveness, covering metrics for success and proving ROI. Those same statistics suggest 60% plan to increase their content marketing spend over the next 12 months, meaning proving a return on investment becomes even more important as budgets increase.
On Thursday 6 February at 14.00 GMT we'll be hosting a live web chat (taking place in the comments section below) which will bring together Media Network members to debate these issues.
To take part on the day, simply click the 'sign in' link in the comment section, refresh the page and join in discussion from 14.00 - 15.30 GMT. Feel free to share your thoughts on this topic ahead of time in the comments section below and through Twitter using the hashtag #GMNliveChat.
As part of this discussion we'll ask:
• What are the benchmarks for success in B2C content marketing?
• What's the key to precise ROI? Is it possible to determine how each individual piece of content delivered a return?
• What are the structural implications of content marketing? How do different types of agencies and in house teams, and different digital marketing disciplines interlink?
• What does a fully-rounded content marketing strategy look like when mapped across the customer journey across multiple platforms?
• What advice can the panel give to small businesses looking to make an impact through content marketing on a limited budget, with limited time to create engaging content?
Panelists include:
Craig Bradshaw, head of content strategy, MediaWorks
Rupert Bryan, managing director, Motion Picture House
Alan Coleman, CEO, Wolfgang Digital
Jess Collins, creative director, Type Communications
Daniel Connolly, digital content manager, LV=
Sarah Gavin, head of marketing, Outbrain
Joseph Livingstone, head of content, Axonn Media
James Perrott, head of data and strategy, Zazzle Media
This content is brought to you by Guardian Labs in association with Outbrain.
