A newly released study by Content Marketing Institute and MarketingProfs titled, ‘B2B Content Marketing: 2012 Benchmarks, Budgets & Trends’ shows that:
“40% of marketers consider themselves to be more effective in content marketing than their competitors.”
According to the report effective marketers spend more money and are more strategic in their approach:
#1. They allocate 31% more of their budget on content marketing compared to less effective marketers who only invest 18%.
#2. They are 50% more likely to consider the “stage in the buying cycle” when developing content, while less effective marketers tailor their content any way they please.
#3. They benefit from significantly more buy-in from senior members of the organization.
While content effectiveness is defined by an organization’s specific goals, the top content marketing goals for all organizations in general were found to be brand awareness and customer acquisition.
How organizations measure content effectiveness
Organizations can tell whether or not their content marketing efforts are successful by measuring and analyzing specific data such as: web traffic, quality of sales leads, actual sales, quantity of sales leads, positive feedback from customers, SEO ranking and inbound links.
Impact on content marketing consultants
As marketers become more and more confident in their content marketing efforts (compared to years past) it is likely that their spending budgets for content marketing will increase.
Companies will need to outsource their content marketing function and this will present a business opportunity for content marketing consultants as well.
However the biggest content challenge for consultants will be producing relevant content that engages customers.
To this end, consultants will need to spend a lot more time and resources analyzing their target audiences. They will have to be much more strategic in their approach, making sure that every piece of content they craft is aligned to a business goal.
No longer will the ‘post and pray’ tactics adapted by less experienced content developers meet the growing demands of an increasingly sophisticated market.
It will be interesting to see how brands (and the consultants they hire) will use their resources to develop a more competitive, successful and sustainable content marketing strategy.
Over to you: What data do you analyze to determine the effectiveness of your content marketing efforts?
This is an excerpt from the B2B Content Marketing: 2012 Benchmarks, Budgets & Trends Report by CMI and MarketingProfs.