Even though many marketers across industries are exploring content marketing to incorporate it within their business strategies, a new study indicates many from the technology sector are still lagging.
The Content Marketing Institute, in collaboration with MarketingProfs and IDG, has recently released its “Technology Content Marketing Benchmarks, Budgets and Trends” report with a focus on understanding current martech and content marketing approaches globally.
As per the statistics, only 41% of all the surveyed technology marketers have a readily available, documented content marketing strategy. Moreover, merely 46% of marketers said that content marketing of their organization is sophisticated or mature.
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Over the last one year, almost the majority of respondents (49%) noted that their content marketing team remained of the same size. However, around 39% revealed that their team has increased in size – suggesting that many companies are also expanding in this area.
Nearly 26% of companies reported that they have a centralized content marketing group that works with multiple brands/ departments/ products throughout the organization. It was also found that technology marketers are at the beginning stage to take this initiative more seriously.
Although organizations in the technology sector have only beginning to see the benefits of content marketing strategy, the many other industry verticals like the B2B sector, advertising agencies, manufacturing sector, etc. are already seeing early success in this area.
The Content Marketing Institute released its “Manufacturing Content Marketing: Benchmarks, Budgets and Trends” report recently. As per the data, most of the marketers in the manufacturing sector (35%) indicated that they presently consider their content marketing plan to at least be “adolescent” in maturity.
This suggests that businesses are benefitted and seeing effective outcomes with the content marketing mix. Many are also becoming more sophisticated in terms of success measurement and scaling. However, there is still enough room for improvement.
It can be daunting for most marketers to identify the right tools to support them in their quest to support relevant and timely content for the target audience. Since there are myriad options, it may not be clear immediately which one is required to establish improve agility. About 40% of marketers said they have a plan ready but it is not documented yet.
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The benefits for brands to deliver the right and timely experiences are clear to understand. As a result, technology marketers need to ensure that content is working to engage the existing customers and convert the prospects.
Any business will need to get technology, data, people, and processes working in unison to make sure they are fully agile to react quickly to a change. Certainly, more organizations need to focus on content strategy agility as people in 2021 have an increased reliance on digital channels.
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