Outsourcing content creation has enabled manufacturing companies to communicate more complex topics and themes to audiences, according to a new study released by the Content Marketing Institute (CMI).
The ‘Benchmark, Budgets and Trends’ report for 2020 found that two-thirds of manufacturing marketers are now outsourcing at least one content marketing activity, and within this group, 87% are tasking agencies with content creation.
Creation is by far the most outsourced activity as distribution comes in second place with a comparatively small 32%.
Other tasks being outsourced are technology (25%), measurement (25%), editorial planning (22%) and strategy (19%).
CMI found that manufacturers have matured considerably in their approaches to content during the last 12 months as 41% now have a documented strategy in place compared to 21% in 2018.
Manufacturers are also achieving more, with 65% revealing that their efforts are “much more” or “somewhat more successful”.
While overall levels of success are still mixed, CMI praised manufacturers’ enthusiasm and stated that they have finally arrived and are now thinking about content more strategically, which will boost success in the short and long term.
CMI’s research director Lisa Murton Beets added: “In addition, they’re having an easier time accessing subject matter experts and communicating complex content. Overall, manufacturers are reporting healthy levels of content marketing success, which is exciting to see.”
The ability to deliver higher-quality, complex content has been attributed to the higher levels of outsourcing.
Finally, when asked about the greatest unique challenges for 2020, overcoming the traditional marketing and sales mindset came out on top (55%).