A new report from the Content Marketing Institute and MarketingProfs has provided some genuinely useful data for those seeking to obtain success in the digital marketing and SEO sectors.
The fourth annual B2B Content Marketing Report compares findings with those in previous years, and in particular looks at the differences between marketers who consider their content to be effective, and those who don’t.
Some of the key statistics are as follows: 93% of B2B marketers are making use of content marketing in some capacity, with 73% of them producing more content than they did a year ago, and 42% of them considering themselves “effective” at the practice.
Taken in the round, it’s obvious that whilst the content marketing express is definitely picking up steam, many of those using it are still uncertain about just how effective it can be.
The report also highlights the role of social media. It’s no secret that social represents a substantial part of effective content marketing, and this year has seen social use grow across the board.
Interestingly, 86% of those companies who consider their digital marketing strategy to be effective have at least one specific staff member dedicated to overseeing their strategy. Only 46% of those who consider themselves less effective do.
However, the biggest issue amongst companies of more than 1000 employees remains, simply, the struggle to produce content that genuinely engages. With 72% of larger companies outsourcing their content creation, compared to 33% of small companies, it’s clear that creativity and strategic guidance from without are considered important amongst the bigger players.