A recent report published by the Content Marketing Institute and MarketingProfs has highlighted some genuinely interesting statistics from the content marketing world, many of which make for some surprising reading:
Only 44% of B2B marketers currently have a documented content strategy
It might come as a surprise for some marketers to learn that many in-house content professionals do not build a coherent, documented strategy before they launch a campaign. Needless to say a marketing mix that includes a strong online SEO component in addition to articles of genuine authority is key to securing search engine rankings. Such a campaign is likely to require expert planning and can’t be left to ‘back of a cigarette packet’ inspiration.
Content marketers with a real strategy are likely to be 600% more effective
So the stats back it up. Marketers who prepare for success are an order of magnitude more likely to be successful in what is a very competitive environment.
Small companies are 40% more likely to have someone leading their content strategies than larger ones
In larger companies, getting anything signed off often means having to go through five departments, and big companies often shoehorn digital into their general strategy without allowing for the differences that exist in the channels when compared to traditional advertising.
Only one social channel was praised – LinkedIn
This is again interesting, and could present a strong indication that whilst social remains a genuinely important factor, many firms are still not using it in the right way. Approval ratings for all of the main social networks were below 30% – LinkedIn’s was 62%.