Manufacturing marketers’ number one goal is to build brand awareness. Yet, they measure their success through Web traffic. Huh? These two disconnected pieces of data left me scratching my head.
“Web traffic” as a measurement tool isn’t the best indicator of whether a company is building brand awareness, customer loyalty or lead generation as it’s often expressed as a finite number: e.g., “We got 12,500 hits last quarter – up 2% from Q1.” This piece of data does little to explain the behavior behind why or how prospects visited a web site.
In this report you’ll learn:
- 1The content marketing tactics manufacturing marketers use to generate leads
- 2Which tactics prove most effective
- 3Organizational goals for content marketing