As a B2B PR agency, we saw lots of reports and articles last year suggesting that content marketing is king and every marketer worth their salt will be working hard on their compelling content marketing strategies. I was therefore interested to read a report at the end of last year that suggests that only one in ten marketers have such a strategy in place for the year ahead.
I read about these findings in an article in Profilic North and they come from The Big UK Content Marketing Benchmarks Study 2015, a report issued late last year and conducted by the Content Marketing Institute (CMI).
The report reveals that only 36% of marketers have a strategy written down and 42% of marketers surveyed claim to be effective or very effective at content marketing.
The report also reveals that marketers will reach out to about four target audiences and will take advantage of a range of tactics including social media, eNewsletters, blogs and online articles to reach this different groups. It also rates engagement, lead nurturing and lead generation as the top three reasons for content marketing.
As a B2B PR agency, a large part of our job is producing content for organisations that can be repurposed for different opportunities and tactics. We are noticing our clients becoming increasingly aware of the need for content marketing and working to deliver their content using a range of different tactics. Plans in place or not, we expect to see this approach continue.
