A survey of 400 marketers, conducted by OneSpot and The 614 Group, found that targeting precision is the top attribute that marketers value (65%) when it comes to distribution of the content marketing campaign but 47% of respondents said that they are not satisfied with their ability to target content distribution to the right audience. When scrutinizing the reasons behind this dissatisfaction, the study reveals that the number one (87%) method of distribution for content marketing programs is a company's own website.
The research also shows that 1 in 5 marketers currently are not making use of any targeting approach for placing their content. For example, despite its strength in targeting precision, less than 60% of marketers are currently using paid channels for content distribution. Other key distribution opportunities cited at the bottom of the list include publisher's native offerings (24%), content discovery/recommendation platforms (18%), and in-feed native platforms (7%). Despite these low numbers, 69% of marketers feel that native advertising is interesting and valuable as a niche form of advertising, and 22% believe native is where all advertising is heading.