The annual Content Marketing World took place in Cleveland, Ohio early this month. If you happen to be part of the largest in-person content marketing event of the year, you know that change is coming in the realm of content marketing, and it is going to be pretty good.
Content Marketing World’s main goal is to educate businesses not just to get more customers but to keep them in the long run through multiple channels and platforms. With the help of the Content Marketing Institute, attendees were able to see a more positive change in content marketing.
Their newest research conducted by Content Marketing Institute and MarketingProfs titled, “B2B Content Marketing: 2017 Benchmarks, Budgets, and Trends—North America” reports the results of the 7th annual content marketing survey which was sponsored by Brightcove and conducted among more than a thousand B2B marketers from different industries in North America.
So, what’s new about the survey this year?
While the survey still contains some of the questions last year, it was asked rather differently. The survey was redesigned to ask more about success rather overall effectiveness. An emphasis on why some content marketers succeed and why some of them does not was also put in place. Overall, the survey is believed to have been better than last year and it better reflects the ever improving content marketing industry.
One of interesting finding is that when it comes to clarity, commitment, and overall success, 63% of B2B marketers believe that their organizations are extremely or very committed to content marketing (compared with 91% top performers).
But what elements do these B2B marketers include in their content marketing strategy? According to the survey, 73% of B2B marketers plans to operate content marketing as an ongoing business process and not just simply as a campaign while only 3% are really unsure about what to do.
The marketers were also asked how they rate the success of their organizations’ overall content marketing approach. 53% think they are moderately successful, 22% believe they are minimally successful, and only 3% think they are not successful at all.
So what reasons do the marketers think are behind the success of their content marketing? Two major factors seem to contribute to their success last year; Content Creation at 85% and Strategy at 72%.
For the marketers who feel like their success was the same as last year, they were asked about what factors do they think contributed to this outcome. 52% believe that they did not have enough time devoted to content marketing, content creation challenges, and strategy issues are both at 49%.
So now that you know the data on what has been going on when it comes to content marketing for the past year, what is going to happen for the incoming year? Content marketers were asked about the tactics that will be most critical to a successful content marketing in 2017. Majority of them think that blogs (52%) are the way to go while tied at the second spot are email newsletters and social media content both at 40%.
Joe Pulizi, founder of the Content Marketing Institute concluded that the content marketing industry is indeed taking a turn for the better. He said, “One important distinction among marketers who are consistently top performers is their level of commitment. Ninety-one percent of top performers are extremely or very committed to content marketing, compared to 63% of the overall sample and 35% of the bottom performers. It’s clear if you want to be successful with your content marketing you need to make it a priority.”
If you are interested to learn more about content marketing, check out Content Marketing Institute’s website.