According to a survey published by the Content Marketing Institute, some 57% of companies have said that they plan to increase their content marketing budgets throughout the next 12 months – an increase of 4% on the previous year.
The benefits of content marketing for businesses are manifest, based as they are
around driving brand awareness, boosting quality inbound traffic and converting sales. Companies are certainly embracing CM as part of their wider approach to marketing, with 30% of B2B marketing budgets believed to be allocated to content marketing and 93% of B2B marketers now making use of content marketing strategies. Around 42% have said that the techniques are either effective or very effective.
Techniques used vary substantially, with 87% making use of social media, 81% using high quality relevant articles, 80% using newsletters, 76% using either blogs or case studies and 73% using video.
As with all forms of marketing, content does present it’s own challenges: according to the stats, 55% of companies do not have time to produce the content and 47% are struggling to produce content that really engages.
93% of those involved with content marketing are focused on lead generation as both their main goal and their key performance indicator, along with brand awareness and customer acquisition.
Perhaps the most interesting statistic, though, is based around strategy, with 84% of marketers noting that they aren’t effective at marketing content if they don’t take the time to create a documented strategy before they start their campaigns.