Today’s customer is constantly connected to their devices, social media, email, and the web. A single common thread — content — keeps them interested and engaged. High-performing marketing teams know that their marketing strategies must support and engage their customers with cross-channel content at every key decision point.

Good content has a long lifespan — a single e-book can serve as the basis for multiple blog posts, snackable social media posts, infographics, webinars, and more. And when it’s delivered at the right time to the right channel, authentic content can help build valuable customer relationships and establish the brand as a trusted advisor.  

In the “2016 State of Marketing” report, Salesforce Research found that the majority (77%) of marketers say that content marketing is core to their business. [CLICK TO TWEET]


Connected customers have a voracious appetite for content, and leading teams have responded —  80% of high performers publish content at least two to three times per week, compared to 16% of underperformers.

But creating unique content can be challenging — it requires advanced planning, deep audience knowledge, and investment in quality production. Nearly half (47%) of high-performing marketers supplement their own efforts by extensively leveraging user-generated content such as tweets, blog posts, chat, and video. Because user-generated content requires listening to and engaging with audiences on a micro scale, it allows companies to develop personal relationships with customers, create engaging and relevant experiences, and provide support as customers gain more control of their own journeys. 

Content marketing has a broad, multi-channel impact. It feeds email and social marketing efforts, allowing marketers to extend the reach and value of their content. Developing, delivering, and reinforcing consistent content across multiple channels and platforms enables brands to amplify and strengthen their messages, voice, and presence. Because content marketing is so effective, it can have a substantial impact on revenue. Among marketers who agree content marketing is an integral part of their marketing strategy, 48% rated it highly as a revenue-generating tactic.

Top teams know that the wide-ranging ripple effect of content marketing requires integrated, consistent marketing strategies and tactics. They’re not just investing in content marketing —  they’re integrating their content plan with their entire marketing strategy, including email and social. Tools like Salesforce Marketing Cloud can help marketers connect their marketing efforts at every stage of the journey.

Savvy marketers know that great content in every channel and at every stage of the journey drives action, generates revenue, and creates a personal 1-to-1 customer relationship. To get more data-driven insights about content marketing and other top marketing trends, download the “2016 State of Marketing” report.