I thought I’d highlight some important statistics that came from a recent study conducted by Outbrain and eConsultancy:
General content marketing activity in industry—
- 91 percent of in-house marketers use content marketing to market their products or services
- 90 precent of all digital marketing professionals believe content marketing will become more important in the next 12 months
- 64 percent believe content marketing is becoming its own discipline
General content marketing operations in business—
- 54 percent of brand don’t have a person dedicated to content marketing in-house
- 66 percent don’t have a budget specifically allotted for content marketing efforts
- 42 percent believe they lack the people needed to execute a content marketing strategy
I thought the top three responses to some key questions were compelling, too:
Q: What are the three most important business objectives for your content marketing activity?
- Increased engagement
- Increasing traffic to site
- Raising brand awareness
Q: Which types of content do you use for marketing purposes?
- Social posts and updates
- Email newsletters
- News/feature articles on own site(s)
Note: Press Releases and Blog Posts were almost tied for the third spot.
Q: Do you/your clients have an individual within your/their organization dedicated to content marketing?
- YES—46 percent of companies and 16 percent of agencies/consultants
- NO BUT PLANNING—23 percent of companies and 30 percent of agencies/consultants
- NO—31 percent of companies and 53 percent of agencies/consultants
What does all this mean?
- Content Marketing is still emerging. Though, it is past the infancy phase. Most people continue to feel overwhelmed while they experiment with different content marketing strategies and models.
- Content Marketing will continue to grow in importance and shape how companies go to market.
- Content Marketing creates new demands on companies who must decide whether they will task in-house staff, hire additional staff, or contract out to agencies or consultants to meet the demand for new content.
- Most companies/brands feel unprepared to bridge the divide between publishing and traditional marketing.
Are you investing in content marketing? If yes, how so? What results have you experienced thus far?
- 3 reasons you won’t launch a content marketing campaign
- 10 ways to improve your content marketing stamina
- Read this if you want to improve your sales and marketing results
- Top 5 posts on content marketing
Ben Stroup is a content activist in a post-paragraph world. He is chief broker of opportunity at Ben Stroup Enterprises. Connect with Ben via email, Twitter, and Google+. Subscribe via email to learn how to use content to move people to action.