Not only are marketers across all industries investing heavily in content—with 93 percent of B2B and 90 percent of B2C marketers using content marketing—they’re also talking about it more frequently as the fuel that drives every successful strategy, campaign, and channel.
In fact, a recent study found that content is the topic that matters most to the world's 50 most influential CMOs. Here are excerpts from recent interviews that reflect the critical role content plays in the modern marketing mix.
Cleveland Clinic CMO Paul Matsen
“Sharing useful, helpful, and relevant information is the main driver of our success...We typically don't post about our own organization very often. We focus on helping patients solve problems and make healthy decisions for themselves and their families—decisions at home, at the grocery store or pharmacy, in the doctor's office. We have built trust with our followers, and we take that seriously.” (HealthLeaders Media)
AOL CMO Allie Kline
“Now more than ever, content marketing plays a large role in all brands’ strategies, and we believe it is...an increasingly important investment that brands must make to engage consumers and authentically communicate a brand’s purpose.” (Marketing Land)
Mashable CMO Stacy Martinet
“The content that consistently performs well for Mashable, both editorially and on social, is content that provides our audience with utility, inspiration, and strong visuals. When we deliver what’s true to our voice and provide our audience with what they have come to expect from us, we can rely on that content performing well.” (Custom Content Council)
Hubspot CMO Kipp Bodnar
“If you’re a company today and you’re doing content well, you’re doing it across a lot of different platforms and in a lot of different formats. Just because someone reads your blog might not mean that they also watch your Facebook videos or they also subscribe to your podcasts. So you have different touch points with different people in your community.” (Business 2 Community)
Google CMO Lorraine Twohill
“Google has a very data-led culture. But we care just as much about the storytelling and the brand, and how we tell the world about our mission. So I have found that getting the storytelling right—and having the substance and the authenticity in the storytelling—is as respected internally as the return and the impact.” (McKinsey Quarterly)
Want more peer perspective? Discover how healthcare marketing executives leverage content in our State of Healthcare Content Marketing report.