Two-thirds of committed content marketers are now clear on what they need to do to manage a successful campaign, according to a new report from the Content Marketing Institute (CMI). The study echoes other recent research showing that sophisticated marketers are reaping the benefits of an “all in” approach to content.
The Content Marketing in the UK: 2017 Benchmarks, Budgets and Trends report takes a closer look at the differences between marketers depending on their commitment level to the use of blog posts, video, social and other forms of relevant and valuable content to engage with a target audience and drive profitable customer action.
CMI claimed that the findings are very similar to its recent B2B North American and Australian research but noted that the trends are so critical that they bear repeating. The common themes are that mature marketers have a better grasp of what it takes to make content marketing a success, and the majority have a documented strategy in place.
Creativity and craft
According to CMI, those who are struggling to make sense of their content campaigns should focus on either increasing sales, gaining more subscribers or finding better customers. It also stressed the importance of writing a complete strategy down paper and filing it away, even if it’s a simplified version. Just 46 per cent of those surveyed said that they have a complete grasp on what works when it comes to outlining a high-quality programme.
It is no surprise that committed marketers lead the way in terms of mindset and results in every category listed in the report. Half of those who are either very committed or extremely committed believe that their strategy is at the least very effective compared to 40 per cent of all UK respondents, while 93 per cent agree that creativity and craft in content creation is critical compared to 72 per cent of all UK respondents.
CMI founder Joe Pulizzi said there are not any shortcuts to creating engaging and relevant content and that it is important to prioritise quality over content in order to get noticed. Pulizzi concluded that the key difference between successful marketers and laggards is that the former always prioritises the right things when implementing their campaigns.