A report from Optify found that marketers are dedicated to content as a traffic driver and have developed more confidence with new media marketing channels.

A report from Optify found that successful B2B marketers are heavily focused on the creation of website content to improve visibility and niche authority for their companies. Actively developing articles, white papers and other kinds of content to attract prospects or keep existing customers and clients engaged helps businesses consistently add to their sales pipeline and drive conversions.

According to the study, 30 percent of marketers said content marketing creation and management occupied the most time, 17 percent pointed to various lead generation tasks and 16 percent named managing their websites as their most time-consuming activity. Each of these tasks are part of a strong inbound marketing strategy that focuses on developing a robust web presence, with content at the crux. Relevant site content pushes a brand’s authority, while focusing on generating leads helps engage prospects and convert them effectively. Moreover, managing a website well helps ensure site pages are in line with SEO standards.

“The study confirms our many discussions and prospects,” Rob Eleveld, CEO of Optify, said in a release. “[Successful marketers] work across multiple channels to achieve their aggressive goals.”

“The study confirms our many discussions and prospects. [Successful marketers] work across multiple channels to achieve their aggressive goals.” – Optify CEO Rob Eleveld

Every part of an inbound marketing strategy, whether it’s content for search or social media marketing must direct users back to the company’s homepage to make it as easy as possible for prospects to find the information them convert.

Optify found that social marketing is an especially popular method for boosting web presence and generating leads for companies. In fact, 91 percent of respondents said they view themselves as “social media experts.” While the success of their strategies will ultimately determine the truth of that statement, the fact that nearly all marketers are confident with Facebook, Twitter and other platforms is a good sign.

Similarly, 82 percent of marketers said they’re confident in their understanding of SEO. Even as best practices to achieve strong search ranking continue to change, marketers have adopted strategies that allow their sites to rank well in the face of new Google search algorithms and other changes.

Brafton recently highlighted a report from Econsultancy that found more than 80 percent of marketers said Google’s algorithm updates have significantly impacted their marketing plans. Even as some likely felt negative side effects of Panda or Penguin updates, they’ve learned from their mistakes and are positioned well to succeed moving forward.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.