Content marketing is about reaching new target groups by publishing relevant content. According to the 2017 Content Marketing Study, content marketing is an integral part of marketing communication for the vast majority of marketing decision-makers. The study surveyed 100 marketing managers from established DAX and SDAX companies with more than ten years of experience who are increasingly focusing their marketing activities on content marketing. In the B2C sector, the most important goals of content marketing are customer loyalty and increasing brand and company awareness. In contrast, in the B2B sector, the primary focus is on acquiring new customers – customer retention is only a secondary consideration.
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