Half of B2B marketers have content strategy

Only half of B2B marketers have a documented strategy for their content marketing efforts, and even less have outlined a campaign for lead generation and lead nurturing, according to a new study published by digital marketing agency Green Hat. These findings suggest that marketers are still failing to adopt a mature approach to digital content endeavours.

Green Hat polled the opinions of 335 B2B respondents in Australia, and the key takeaway is that the vast majority still lack a clear and focused strategy for the different facets of marketing. Fifty-three per cent have written down a strategy for their brand, but just 24 per cent have a sales enablement plan, and 15 per cent said that they do not have a blueprint for any of the listed marketing activities.

A content marketing strategy is generally defined as the larger story that an enterprise wants to tell through written content such as news and blog posts and visual aids such as images and videos. These content type formats are used to engage an audience and drive it along the buying cycle to profitable behaviours.

The fact that content marketing is the second-most documented strategy does indicate that marketers now recognise its importance in the digital age. According to the Content Marketing Institute, those who create a strategy for their content are generally more effective at it, are able to overcome challenges more easily and are confident in their abilities to leverage social channels and other tactics.

While many marketers still don’t have a coherent plan for content, Green Hat found that the majority are aware of the average cost of generating marketing leads, though it also noted that there is still room for improvement in this area. More than a third are not sure of the price of marketing, but 33 per cent said that it is between $1 and $249 (£0.80 and £198.50) per lead, and 19 per cent said that it is between $250 and $499 (£199 and £398) per lead.

In other marketing news, L’Oréal has revealed that it is planning to increase its digital marketing spend during the next 12 months. The cosmetic giant’s chief digital officer said that in 2016, digital channels accounted for almost a third of its media spend, which is due to rise again this year as it attempts to promote its brand and products across every platform in 70 markets.