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man reading computerAs technology continues to remain at the forefront of marketing strategies, many organizations have had to adapt their styles to become better content marketers. No matter if the business is growing or in a recession, making investments in your online marketing efforts will significantly help drive more revenue and gain more customers. While companies are becoming more competent in their content plans, many still have some improvements to make in order to maximize potential benefits and boost return on investment.

With social media still a relatively new force to be reckoned with, marketers must adjust their strategies accordingly in order to meet an increasingly mobile society's needs. According to a recent report by MarketingProfs and the Content Marketing Institute, 42 percent of B2B marketers consider themselves effective at content marketing, a significant increase from the 36 percent of respondents that noted the same statement in 2012. The report also revealed that in comparison to a year ago, 73 percent of these organizations are producing more content and 58 percent are planning to increase their budgets. With a leading strategist, documented strategy and goals for creating more engaging content, the most effective marketers have been able to succeed in their efforts and promote future improvements. Surprisingly, LinkedIn was the most preferred social media platform, used by 91 percent of the respondents, but Twitter and Facebook followed closely behind.

Marketing effectively to an audience
With content marketing on the rise, organizations must also ensure that they are listening to their clients' needs. A report by the Harvard Business Review Analytic Services noted that social media is challenging traditional marketing methods, where the interactions were largely reactive. However, with social networking becoming more prominent, businesses can use it to their advantage, but one bad move could topple the entire initiative. A survey by HBRAS revealed that more than three quarters of the surveyed companies are either preparing to launch profiles or have already implemented social media initiatives, however, many are still facing challenges with their marketing strategies. Because peer communication has become so pervasive, more organizations are expecting to monitor audience reactions and appropriately manage any grievances to prevent fallout.

"Without monitoring conversations on the Web, you won't know who's talking about your brand and your products or services, and what the positive and negative sentiments are about them," leading author Tom Davenport said. "You won't know how influential a particular praising or criticizing customer is. You won't be able to compare different brand messages, commercial videos, etc. and see what the quick reaction is to them. In short, you're missing a lot of marketing opportunity."

Content marketing has significantly changed with the emergence of social networking. As the platforms continue to make waves, organizations will need to appropriately use these networks to reach out to their customer base. Voice communication also remains a powerful tool for maintaining consumer relationships. With business phone systems, the organization can easily handle incoming calls and ensure that agents deliver a positive experience. For more information about these solutions and more, visit Fonality today.