Even though many brands have begun exploring content marketing to execute in their business programs, a recent study reveals the lag.
Over the last one year, a vast the majority of marketing professionals (49%) noted that their content marketing team remained the same. However, about 39% revealed that their team has increased in size – suggesting that many brands are also expanding in this area.
Content Marketing Institute, in association with MarketingProfs and IDG, has released the recent study with a primary focus about understanding the current content marketing and martech approaches across businesses.
As per the statistics, only 41% of the surveyed marketers have a documented content marketing strategy in place. Furthermore, around 46% of marketers said that content marketing in their organization is mature or sophisticated.
Nearly 26% of surveyed respondents indicated that they have a centralized content marketing group – which works with multiple brands/ products throughout the organization. Besides, it was found that technology marketers are at the initial level to take this idea more seriously.
Although firms in the technology sector are only now beginning to notice the benefits of improved content marketing plan, other industry verticals like the advertising agencies, B2B sector, manufacturing sector, etc. are already seeing early success in this part.
In addition, the Content Marketing Institute published its “Manufacturing Content Marketing: Benchmarks, Budgets and Trends” report. As per the statistics, most of the marketers within the manufacturing sector (35%) revealed that they presently consider the content marketing plan to (at least) be “adolescent” in maturity.
This indicates that organizations are benefitted and getting to see effective business outcomes with the help of content marketing mix. Many among them are also becoming sophisticated in terms of success measurement and scaling – but there still exists enough room for improvement.
It can be daunting for many marketers to identify the right marketing tools to support them in their quest to hold up timely, relevant content for the target audience. Although there is a myriad of options, but it may not be clear immediately which one is compulsory to establish improve agility.
About 40% of the surveyed marketers said they have a plan ready but it is not documented yet. The benefits for brands to deliver the right and timely experiences are clear to comprehend. Thus, technology marketers will need to ensure that content is functioning to engage the existing consumers and convert the prospects.
Any company will need to get data, technology, people, and processes working in tandem to make sure they are fully agile to react swiftly to a change.
But, certainly, more marketers need to focus on content plan agility as consumers in 2021 have an increased reliance on online channels