HubSpot reports on a new marketing survey conducted by King Fish Media. Among the findings: Custom content ranks above social media, white papers and face-to-face events when it comes to effectiveness in communicating with customers.

“According to this study,” HubSpot writes, “nearly two-thirds of marketers — in-house and agency — believe that content from a brand or company is perceived as having the same or more value than content from a media brand. Also, they’re moving dollars toward direct-touch platforms such as company Web sites and social media.”

In other findings: 78 percent of companies surveyed increased their social media spending from 2007 to 2009 … 86 percent of companies currently create original content for their customers and prospects … 73 percent of respondents said social media is the most effective way of communicating with potential clients; only a corporate Web site ranked higher in effectiveness (at 75 percent).

Takeaway for marketers: As you think about doing more in the areas of social media and content development, don’t turn your social media presence over to a part-time intern, and don’t have your content developed by the lowest of the low-end article marketers.

This entry was posted on Wednesday, October 14th, 2009 at 8:15 am and is filed under Internet Stuff, Marketing Stuff, Marketing Takeaways, Social Media.