Content marketing is about reaching new target groups through the publication of relevant content. According to the 2017 Content Marketing Study, content marketing is a key component of marketing communication for the vast majority of marketing decision-makers. The survey included 100 marketing managers at established DAX and SDAX companies with more than ten years of experience, who are increasingly aligning their marketing activities with content marketing. In the B2C sector, the most important goals of content marketing are customer loyalty and increasing brand and company awareness. In the B2B sector, however, the primary focus is on acquiring new customers – with customer loyalty taking a secondary role.
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