Twitter leads Facebook and Instagram in B2B channel initiatives, notes Pulp Strategy study

18 Jul,2017

By A Correspondent


As many as 75 per cent of marketers chose Instagram as their most preferred channel for sharing image-based content, while Twitter and Facebook garnered brand approval ratings of 63 per cent and 56 per cent respectively for the same. Twitter, on the other hand, leads the charts when it comes to B2B marketing, garnering 47 per cent marketer acceptance in the non-conventional B2B channel distribution. These insights are amongst several interesting marketing facts and figures released by Pulp Strategy – a full-service experiential, digital, and interactive marketing agency – in its ‘The Future of Content 2017 – Chartbuster Trends in Content Marketing’ report.


The Pulp Strategy report also mapped several other interesting trends for marketers. User-generated content was found to enjoy greater approval with social media users, with 76 per cent of users surveyed considering it more trustworthy than brand-generated content. Image-based content generated the highest engagement for marketers online, clocking about 55 per cent of the overall engagement, followed by clickable links at 24 per cent and videos at 12 per cent. LinkedIn had the highest number of links shared by users, garnering 76 per cent of the overall engagement volume.


Said Ambika Sharma, Founder & Managing Director, Pulp Strategy: “While it is already hailed as the king of marketing, content continues to gain more prominence and has become one of the major influencers in the overall customer decision making process. Today, marketers can experiment with a range of content types, marketing channels, and strategies to generate quantifiable results for their business. The Content Marketing Report 2017 discloses some very insightful aspects of marketing which will help marketers and businesses in positioning themselves more optimally.”


The survey also observed personalisation, user-generated content, and interactive media to be the key drivers in the content market space. The assessment made by the survey even disclosed in-depth insights such as how a split of body text with engaging images inclines the users to finish reading the whole content. The report on content marketing also included a range of industry examples and marketing endeavours undertaken by a variety of top-rated international brands.


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