According to new research published by the Content Marketing Institute, two-thirds of tech marketers are now outsourcing their content marketing activities, and content creation is the most popular task to be redistributed to a third party.
The ‘Technology Content Marketing 2018: Benchmark, Budgets and Trends’ report has found unprecedented levels of support for content campaigns among leadership and an upward trend of those that claim they are enjoying more success with their efforts compared to a year ago.
Higher quality content creation was cited as a major factor for increasing success by 78% of respondents to the study, so it is no surprise that more brands are looking to agencies for the skills and craft to create targeted and relevant infographics, news and articles that resonate with audiences. This may have also been a factor in the uptick of brands saying their strategy and distribution had also improved.
Another headline takeaway from the study is that more marketers are placing a laser focus on delivering content on the right platform, at the right time, while less are now concerned with providing content for buyers as they move along the sales cycle.
CMI’s Chief Strategy Advisor, Robert Rose added: “It could be a semantical difference to some degree, but rather than the ‘old-school’ development of content for the buyer’s journey, we’re seeing a focus on dynamically serving up content in the audience’s time – no matter what stage they happen to be in. We’re also seeing a general maturing of the market and a shift to ‘other’ types of content programs like account-based marketing.”
