Survey shows good copywriting is still key

Does good copy still mater when it comes to marketing your business?

You bet it does!

A while back I read an article in the June, 2010 issue of Target Marketing. According to copywriting guru Bob Bly, Target Marketing did a survey of their readership to discover the best practices in b2b marketing.

Here’s the background on the survey participants:

  • 95% of respondents are involved in b2b marketing
  • 53% do b2b only
  • 41% do b2b and b2c

Now the findings:

Good content is key

  • 65% of respondents agreed that it was important to “create value-added content to establish us as thought leaders in our market.”
  • 71% said content marketing complements and works in tandem with traditional marketing communications.
  • 12% said content is replacing traditional marketing as the primary selling tool.
  • Only 15% of those surveyed said that they don’t really do content marketing.
  • Not one respondent agreed with the statement, “Content is a waste of time.”

Print is NOT dead

  • 9 out of 10 Target Marketing readers who responded use brochures
  • 73% use traditional printed brochures
  • 11% use white papers rather than brochures
  • 6% have brochures available for download only
  • Only 1 in 10 respondents agreed with the statement “Brochures are old hat…”

Blogs are NOT all the rage

Most b2b marketers don’t have a company blog, monitor other people’s blogs to see if they’re mentioned or target blogs with PR pushes.

Bottom Line?

Focus more time, energy and money on content.

The more content you issue, the greater your chances of getting picked up in organic listings.

However, do not abandon traditional marketing such as brochures. Combine traditional and digital marketing. For example, brochures can be offered in print and online, with online brochures incorporating your keywords.

Why go it alone when you can get this kind of advice?

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