7 OUT OF 10 MARKETERS IN THE US USE CONTENT MARKETING
    • Last updated April 15, 2021
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7 OUT OF 10 MARKETERS IN THE US USE CONTENT MARKETING

Posted By Featured Featured     April 15, 2021    

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In fact, most CMOs admit they can't track the return on their investment , according to a study released by the Content Marketing Institute.

The fifth annual Marketing Benchmarks study, which deals with Budgets and Trends for 2015, was based on a survey of more than 1,800 marketing directors in the United States, conducted between July and August and accessed by GROU, a leading development agency of Inbound Marketing in Mexico.

It was found that 86% use content as an essential part of their digital marketing efforts.

48% say they have a valuable content strategy, but do not document it, and only 35% say they have a documented content management strategy, through attraction marketing.

"We're starting to find out what makes marketable content effective. It all has to do with documenting strategy," said Joe Pulizzi, founder of the Content Marketing Institute and author of "Epic Content Marketing."

MORE UNEXPECTED RESULTS

Having a documented content management strategy seems to pay off in terms of effectiveness; 60% of respondents who have a documented strategy acknowledge its effectiveness.

Measuring ROI in content marketing remains a challenge for most. Only 21% of entrepreneurs said they are successful at tracking ROI , although 35% of those with a documented strategy rate themselves as successful at tracking ROI.

Despite these challenges, 70% are creating more content than they did a year ago. And 55% of companies plan to increase content budgets in the next 12 months.

"Get ready to see more and more horrible content out there, because it is not based on any strategy," said Mr. Pulizzi.

The main tactics in terms of their use are:   social networks (92%), eBooks (83%), articles on the company website (81%), blogs (80%), personal events (77%), case study (77%) and videos (76%) .

In terms of effectiveness, the best content marketing tactics are: 

  • Events at Fairs and Expos (69%)
  • Webinars or webcasts (64%)
  • Videos (60%)
  • Blogs (60%)

The most used social networks for a Content Marketing Strategy by B2B companies are:

  • LinkedIn (94%)
  • Twitter (88%)
  • Facebook (84%)
  • YouTube (72%)
  • Google+ (64%)

The most widely used paid advertising channels for content marketing are: the search engine (58%), printing a coupon or other offline promotions (52%), online banner ads (49%) and network ads social (48%).

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