Studys Says the Secret to Content Marketing Success is Writing it Down & Following Through

Oct 02, 2014

Marketers don't have to actually use a pen and paper just as long as they document their content marketing strategy in some form, they'll be more successful, says the new B2B content marketing research published by Content Marketing Institute (CMI) and MarketingProfs.

In its fifth year, and sponsored by Brightcove, B2B Content Marketing: 2015 Benchmarks, Budgets and Trends-North America includes findings from 1,820 North American business-to-business (B2B) marketers -just a slice of the 5,000+ marketers CMI surveyed across 109 countries, in 25 industries. This year CMI made changes to the survey to get a deeper understanding of how organizations use content as part of the marketing mix.

The research indicates there are two critical factors that differentiate the "good from great" content marketers - having a documented content marketing strategy and following it very closely.  Only 35% of B2B marketers have a documented strategy, whereas 48% have a strategy but it's not documented. Research shows it pays to write it down.  In fact, those who document their strategy - as opposed to just having a verbal strategy -rate themselves as eight times more effective than those who don't have a strategy.

Additionally, the survey found the number one initiative B2B marketers are working on now is "creating engaging content," which has been a persistent challenge for the last five years.

(Content Marketing Institute, MarketingProfs