Copy is key, survey shows

PromoWriting _________________________
SHIRA LINDEN • 203 371-0654 • www.promowriting.com


I was reading 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:

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

Now the findings:

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