Documented strategies work
Experts have been espousing the benefits of documented strategies for some time, so there’s no excuse not to have a plan set in stone so that your marketing team can work towards goals and objectives without worrying about moving goalposts. If you need a reminder, 81% of marketers say that documented strategies enable them to align their team around a common mission, and make it easier to decide on the type of content on which to focus.
Content equals credibility
Nine in ten B2B marketers say that the whole process of making content makes their audience more likely to view them as a reliable, trusted and credible resource. The upsides to this turn of events cannot be understated. Thought leadership and info-packed pieces will enable you to showcase your expertise and position your brand as a leader in any respective market or industry. Eight in ten B2C marketers say that they will also focus on using content to strengthen ties with existing customers. Your audiences, both new and old, want engaging content.
Storytelling comes to the fore
Two-thirds of content marketers are now prioritising the informational needs of their customers over sales messages. Content, unlike advertising, is the perfect discipline for delivering added value to the end user, and there are so many formats and mediums to experiment with to get the job done. More than half are also using storytelling, via one-off blogs and articles, and over a series of connected videos, to provide better experiences.
Creativity and staff see more spend
High-quality creative and the use of talented staff will take greater precedence this year as both B2B and B2C marketers funnel more investment into these areas. 56% say that they will spend more on content creation, and more than a third will invest in staff. If you need additional support and guidance for your campaigns, then leveraging the tech, writers and managers from an external agency could be the answer during the next six months.
Results are improving
Finally, marketers should be confident of achieving their goals this year as campaigns are getting better across the board. Seven in ten of both B2B and B2C marketers say that their efforts are more successful compared to a year ago. The most committed are also driving better returns, so doubling down on content in 2019 may be best for your business.