When it comes to content marketing, art + science = measurable success.
Since you’re reading this blog post, you probably know the importance of content marketing, and getting the right content to the right person at exactly the right time.
Apparently, though, few of us are very good at content marketing yet.
According to the Content Marketing Institute (CMI), only 38% percent of B2C marketers say their organizations are effective at content marketing, and only 30% of B2B marketers say they’re effective at content marketing.
Agency leaders agree. Only 67% of those responding in a recent Mirren-RSW survey were even ‘Satisfied’ with their content development efforts.
What Do We Do When We’re Not Very Good? Invest.
Businesses and agencies of all types and sizes are investing in content marketing.
In the fourth annual U.S. 2016 New Business Tools Annual Report from Mirren-RSW, more than 200 agency executives weighed in on the most important business tools to support and grow their businesses.
Content development was in the top three, which were:
1. Social Media Tools – participation in channels like LinkedIn, Twitter, etc.
2. Meeting/Web Conferencing Software – GoToMeeting, Skype, Cisco’s WebEx, etc.
3. Content Development Tools – these “tools” include freelance writers, writer marketplaces such as WriterAccess, video creation marketplaces such as Wooshii, etc.
A new Incite Group State of Marketing Report 2016 survey of more than 1,000 corporate marketing professionals from around the world found:
• 53% of respondents named content marketing their ‘Essential’ focus for 2016
• 77% of corporate marketers called content marketing an ‘Important’ or ‘Essential’ priority
And while 78% of the Incite survey respondents reported Content Marketing benefits them by engaging their customers, only 25% thought their business benefited financially by content driving revenue.
The Gartner Group has predicted that by 2020 (just three and a half years away), customers will manage 85% of their vendor relationships without ever interacting with a human.
So our content investments better start paying off in a big hurry. Effective content is so critical in the right context, aimed at the right audience, at every stage of the buying cycle.
Whether you’re using content to build your brand’s thought leadership, or enticing prospects to consider your (or your clients’) products or services, it’s high time for a real focus on content and, as importantly, accurate content attribution to drive results.