Post by Maria Geokezas, VP of Client Services for Heinz Marketing
It’s happening! The rest of the world is catching up with content marketers. But not everyone is finding success with their content marketing strategy.
A recent benchmark survey by Content Marketing Institute and MarketingProfs found that 62% of content marketers are much more or somewhat more successful with their overall content marketing approach compared to a year ago. This is great news for both consumers and producers of content. On the consumer side, this should mean we are all getting better, more thoughtful content delivered when we need it in ways that are convenient to our consumption habits. On the producer side, this means more content managers are driving real results for their business – and they are getting rewarded with bigger budgets and more resources. Which is where this rosy picture starts falling apart.
To better understand this issue, we conducted our own web survey using SnapApp (an interactive content marketing tool) and found that 70% are not confident about their ability to measure the impact of their content marketing efforts.
In fact, there seems to be a lack of confidence throughout the entire content marketing cycle – from strategy to development, amplification and performance measurement.
Like the benchmark survey, where 35% of respondents say their content marketing strategy is extremely/very effective, we found just 30% think their content marketing strategy is effective.
Furthermore, only 27% are confident their content is relevant to the people they are targeting. Even less (23%) are confident about reaching the right audience.
As more organizations add to and enrich their content marketing efforts, the field is becoming more competitive and more difficult for B2B marketers to stand-out.
If you are interested in learning more we have a few different resources for you.