Six out of ten manufacturing marketers believe that their content marketing efforts are more successful compared to a year ago, and 82 per cent of this group reveal that their ability to create high-quality blogs, articles and videos more regularly has been key to their success, a new report published by the Content Marketing Institute shows.
The Manufacturing Content Marketing: 2017 Benchmarks, Budgets, and Trends — North America study highlights a huge shift in the effectiveness of content campaigns in recent months. A fifth of manufacturing marketers now believe that their strategies are either extremely or very successful, and there has been improvement in a range of areas across the board.
Higher-quality content creation is the most notable factor in this increased success, but a greater focus on content marketing has also paid dividends for enterprises. More than two-thirds said that a developed or adjusted strategy has helped, while 62 per cent claim that making marketing a greater priority has been key to better performance.
Other factors noted in the survey include spending more time on content marketing (57 per cent), better targeting for content distribution (49 per cent), the increased ability to measure content performance effectively (43 per cent) and changes in staffing, infrastructure, management and marketing roles (39 per cent).
There has also been a huge rise in the number of manufacturing marketers who have a documented content marketing strategy. Almost a third are now using some form of written plan to guide their efforts, which is up from 18 per cent a year ago, while 77 per cent are now implementing content marketing campaigns. A further 16 per cent expect to do so during the next 12 months.
The report also indicates that the fact that marketers are now being given more freedom by their managers to produce relevant content in ample time has played a significant role in improving content efforts. Forty-nine per cent believe that they now have the resources for effective strategies and campaigns.
“Last year, the results of our annual content marketing survey indicated that manufacturing marketers were stuck when it came to content marketing,” Content Marketing Institute founder Joe Pulizzi said. “I can’t tell you how thrilled I am to report they have made so much progress in several areas, including doing a better job at content creation, documenting their strategy and making content marketing a greater priority.”