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Top Content Sources, Topics & Profiles Among Marketers at Mid-Size Companies [Study]

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Ever wonder what marketing publications and content matters most to marketers? Newly released findings by social insights company Leadtail and DNN Corp. give a glimpse into the sought-after content within the marketing industry, plus much more in the “Social Insights Report: How Top Marketers at Mid-Size Companies Engage on Twitter.”

Leadtail and DNN examined the patterns and behaviors of marketers on Twitter in Q4 2013 with a focus on those who work at North American companies with 50 to 5,000 employees. Occupational titles included the CMO, VP of marketing, director of marketing, and more. The research set out to answer questions like:

  • Which social networks are these marketers active on?
  • What topics and people are they talking about?
  • Which media sources do these marketing professionals consume and share?
  • Which brands and people most influence marketing leaders at mid-size companies?

Of those studied, many of them lived in tech and marketing hot spots like San Francisco, New York, Boston, Chicago, and Los Angeles. 

marketers-location-leadtail

The study looked at what other social networks marketers are on aside from Twitter; Instagram and YouTube came in at a tie at 45 percent:

social-network-usage-leadtail

If you think marketers only talk about marketing on social, the report paints a different picture. In fact, of the marketers studied, they shared mainstream media content at a higher rate (43 percent) than industry-focused content (34 percent).

types-content-shared-leadtail

The findings showed top mainstream media sources shared included Forbes, the Huffington Post, and The New York Times in the top three positions. The report pointed out that "shared content in this category is typically business and strategy focused, covering broad issues and trends spanning marketing, technology, and leadership."

most-shared-mainstream-media-leadtail

And the top industry media shared included Mashable, Business Insider, and Adweek, among others:

most-shared-industry-pubs-leadtail

When it comes to the most influential marketers amongst marketers, the study showed the following profiles garnered the most retweets within Q4 2013, with @ValaAfshar, @JayBaer and @MarketingProfs topping the list:

top-50-most-retweeted-leadtail

It’s interesting to note which topics resonated most with marketers at B2Bs versus B2Cs. A look at the most-used hashtags within the timeframe studied sheds light on the topics that mattered:

b2b-versus-b2c-hashtags-leadtail

If you’re like me, you’re probably thinking of all the ways you, as a marketer, could use this information. Leadtail and DNN say take advantage of it.

“Imagine if you could listen to the daily conversations of marketing decision makers at mid-size companies. How would you use that information to better reach, engage, and influence these professionals to take the actions you care most about? For example, would it provide you insights into where to advertise, what content to create, whom to partner with, and how best to develop and implement your social media strategy? Sure it would.”

However, the report leaves readers with a final reminder to be aware that these topics and influencers and constantly changing. 

For the full report from Leadtail and DNN, go here.


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