Most marketers lack a content marketing strategy
|04 Oct 2012 9:57 BST||Back|
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Only 38% of businesses have a content marketing strategy according to a new Econsultancy report.
The first Content marketing survey, published by Econsultancy in association with Outbrain is based on a global survey of more than 1,300 digital marketing professionals working for brands, agencies and publishers.
More than 90% of respondents believe that content marketing will become more important over the next 12 months.
Many marketers see content marketing as an emerging discipline in its own right – 64% of in-house marketers agree that content marketing is becoming its own discipline
Less than half of companies have dedicated budgets (34%) or dedicated individuals (46%) for content marketing, but 55% of in-house and 58% of agency respondents are planning content marketing strategies in the future.
Content marketing and social media are inextricably linked with 83% of in-house marketers using social posts and updates for marketing, more than any other type of content.
Social network engagement is the most popular tactic used to drive traffic, with 78% of in-house respondents stating that their company used this.
Social posts and updates are the second most effective type of content for in-house marketers after email, with 46% stating that this is one of their three most effective types of content.
Resources, budget and politics are major barriers to effective content marketing. The barriers preventing effective content marketing which were listed most frequently by in-house marketers were:
- Lack of human resources (42%)
- Lack of budget (35%)
- Company politics (30%).
Agency respondents were more likely to cite:
- Lack of understanding / training as a main barrier (46%)
- Content marketing skills (39%)
- Lack of ROI / no business case (35%).
“A variety of trends have coalesced in recent years to underscore the importance of content marketing. People are spending more and more time online searching for information, and Google has made significant changes to its algorithms to emphasize quality content in its search results,” said Linus Gregoriadis, research director at Econsultancy.
“As such, it’s essential that companies start to put dedicated strategies and budgets in place to ensure that they are ahead of the curve.”