Content Marketing Challenges for Businesses Today [Infographic]

[roseline371274]

We are in the month of predictions and trends. In a previous article we already saw what the predictions were in digital marketing for 2015. In this post, we address the challenges of Content Marketing , specifically in B2B companies.



Image: DollarPhotoClub

Content Marketing Institute and MarketingProfs , sponsored by BrightCove, conducted the Content netherlands phone numbers Marketing Survey , a study that seeks to understand how companies are using content as part of their marketing mix.

This study, entitled “ B2B Content Marketing: Benchmarks, Budgets and Trends – North America ,” was conducted on 1,820 B2B marketers in North America.

Although this study only reflects the reality of one part of the world, it is important to know and anticipate the trends of companies in a region where content marketing is at a more developed level.

In this edition, it is worth highlighting the redefinition of the concept of Content Marketing , moving from being a mere “creation and distribution” of content to a formal business discipline:

“We define Content Marketing as a strategic marketing approach , focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately drive profitable customer action.” –Content Marketing Institute and MarketingProfs
We will analyze the main points to highlight from the recent report. At the end of the post you will find an infographic prepared by Brightcove that summarizes the essential points of the study.


Content Marketing Challenges for B2B Companies
Strategy and organization
B2B companies that want to achieve success in content marketing this year will not only need to have a strategy, but they will also need to have it in writing.

If we have to rescue the strongest lesson left by this study, it is undoubtedly that one.

[Tweet “Word strategies are useless; you must document them #ContentMarketing”]

83% of B2B marketers have a Content Marketing strategy . However, only 35% have this strategy documented.

B2B marketers who have a documented strategy are more effective in all aspects of Content Marketing than those who do not. The following comparison table provides evidence of this:



Comparative table between B2B companies: with a written strategy, with a “verbal” strategy and without a Content Marketing strategy

Some data to highlight:

Having a strategy is one thing, sticking to it is another. 62% of the most effective marketers follow their content strategy very closely.
69% of the most effective organizations, as well as 69% of those with a documented content strategy, have a team dedicated specifically to Content Marketing , regardless of their type of structure.
60% of those with a documented strategy rate themselves positively in terms of the effectiveness of their content strategy , compared to 32% with a verbal strategy.