Marketers must outline a documented strategy and commit fully to their content endeavours to have the best chance of succeeding in 2017, according to new research insights published by the Content Marketing Institute (CMI). It claims that marketers, whether they are “young” or “mature,” need to “go all in” to achieve sustained results.
The CMI surveyed more than 1,100 B2B marketers in North America for its B2B Content Marketing 2017 Benchmarks, Budgets and Trends report. The study found that content creation and the use of high-quality and informative news, blog posts, articles and videos was the single most important factor that contributed to marketers’ success during the last 12 months. Sixty-two per cent of marketers also said that their content campaigns are either much more or somewhat successful overall.
The CMI notes that while marketers are doing better, they can do more to improve the efficiency of the content creation process. It recommends taking a step back to look at the bigger picture to ensure that a strategy is working and reaching its full potential while also experimenting and iterating on it to optimise content creation.
The importance of having a documented strategy cannot be understated. The general trend revealed by the study shows that marketers believe that they don’t have enough time to devote to content, and many feel like they are falling behind. The CMI believes that a robust and clearly outlined strategy can alleviate these concerns by setting out a roadmap and priorities for the year so that marketers can make better use of their resources and time.
The lack of time available to produce high-quality content also feeds into the outlook of upper management on marketing strategies. Seventy-seven per cent of the top performers claim that they are given “ample time” for campaigns, and these same marketers say that this support empowers them to deliver diverse campaigns and take risks that can benefit their enterprises.
The CMI has also warned against half-hearted content strategies. Ninety-one per cent of the top-performing B2B content marketers are either very committed or extremely committed to the cause, while those taking their first steps or in the “young” phase generally report lower levels of commitment. Data shows that an organisation becomes more committed as it gains experience, but the CMI has urged all content marketers to do what they need to do to attain the best results.