What Is Your Content Marketing Strategy?
A report put out by the Content Marketing Institute and MarketingProfs tells a wild story about the growing interest of content marketing among B2B marketers. The conclusion drawn is that having a strategy improves effectiveness.
Here’s the interesting thing …
93% of B2B marketers use content marketing, but only 43% of them say it is effective (the report doesn’t define what constitutes content marketing).
Intrestingly, the B2B marketers who rated their content marketing strategy as most effective had two things in common:
- They had a documented content strategy
- and They had someone overseeing their content marketing strategy
Other interesting tidbits gleaned from the report include:
- Small companies (99 employees or less) are more likely to have someone overseeing their content marketing strategy than larger companies (1,000+ employees)
- 73% of B2B marketers are doing more content marketing than one year ago
- Out of 13 content marketing tactics, social media is the most used with on-website articles, eNewsletters, and blogs (tied with in-person events) coming in second, third, and fourth, respectively
- While social media usage is high, B2B marketers are unsure of its effectiveness
- Web traffic is the No. 1 metric for content marketing success; SEO rankings and direct sales are fifth and seventh, respectively
These are all very interesting observations, but I’d like to address that last point.
SEO used to be a very strong metric for gauging online marketing success. It appears to be dropping for a lot of companies, presumably because of algorithm changes over the last couple of years and Google’s continued insistence on the value of high quality content as opposed to high quantity content.
Content marketing is difficult to define. It isn’t synonymous with search engine optimization, otherwise there’d be no reason to list SEO as a metric for gauging content marketing success.
You can bet that content marketing will change a lot in the next couple of years. It’s still a relatively young industry. Nevertheless, as more B2B businesses jump on the content marketing bandwagon you will see more reports like this and it should give cause for marketers to stop and reflect on the nature of our industry.
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