Content Marketing Strategies Gain Traction in the Enterprise but Challenges Persist, New Research Finds

Oct 02, 2013


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Article ImageConsumers today seek information at their fingertips from a wide variety of sources including online search and social media. To tap into this thirst for information and connect with their customers and prospects in a meaningful way, modern marketers are going beyond traditional sales and advertising channels by stepping up their content marketing strategies.

But although organizations view their ability to provide customers with the right information at the right time as a business imperative in order to rise above the cacophony of messages competing for customers' attention, they are also facing challenges in doing so effectively. What are the challenges? According to a new survey of 217 marketing professionals conducted by Unisphere Research, a division of Information Today, Inc., among the chief concerns of marketers is that the content volume, and the frequency with which the content is refreshed, is too low to meet the demands of the current 24x7 economy. Respondents to the survey, which was sponsored by Skyword, Inc., are among the readership base of CRM magazine and EContent magazine.

Content marketing strategies are considered important for a number of reasons. Close to half of enterprises in the survey say they have formal content marketing strategies, and 37% are considering implementing such approaches. More than two thirds of respondents, 68%, say their goal is to reach prospects and customers, while 38% seek to acquire leads. A similar percentage are pursuing content marketing strategies to acquire new customers and drive sales.

However, only 25% of respondents now measure the results of their content marketing at the individual content level. Two-thirds of executives find that their greatest challenge is to produce targeted relevant content that will engage audiences. In addition, 78% of respondents have to repurpose their existing content to fill in the gaps.

The survey report, titled, "Content Marketing Gets Social: 2013 Survey on Content Marketing Trends," is available for download.

(Image courtesy of Shutterstock.)