The practice of online content marketing is a mainstream practice and one that has been adopted by both B2B and B2C marketers over the past 10 years. In their fifth annual report, the team at the Content Marketing Institute has provided facts about the trends, challenges and best practices found within the science behind content marketing.
The detailed report offers insight into several areas, but there were three in particular that stood out to us.
Guidance for B2B Marketing Content Creation
Not surprisingly, there isn’t a definitive answer on this. However, the report found that 59 percent of B2B marketers publish content at least weekly. Of that, 42 percent publish new content daily, leaving only 20 percent who stated they only published once a month.
This percentage is growing annually as more and more content marketers discover the power of online content development. Publishing content occasionally is no longer an option; daily interaction on social media and minimum weekly blogging or on-site content creation is now a requirement in order to stay ahead of the competition.
The Most Effective New Methods for Content Marketing
One of the things the report does well is create a distinction between method usage versus effectiveness and establish the importance of how the two concepts must work together for long-term strategy success.
Case and point, search engine marketing (SEM) is seen as being effective by more than 52 percent of B2B marketers surveyed for the report; however, content marketing tools, which can help establish baselines, report on impact reach and outline keyword strategies for optimal performance, are only used by 13 percent.
If these tools were used when strategies were developed, these marketers would see a drastic increase in their overall effectiveness, making the effort they are putting into its use more cost-effective, impactful and worthwhile.
Adjusting the Right Budget for the Job at Hand
The report had a surprising find – on average, only 16 percent of the B2B marketers surveyed spent most of the budget on content marketing and 44 percent admitted that they spent less than 25 percent on content marketing.
Although it is clear that historically the bulk of most of these budgets is being spent on avenues other than content marketing, more than 54 percent of those surveyed stated that they will be drastically increasing their spend over the next two years in order to stay ahead of the competition.
The Haley Brand Intelligence team understands the pressures of needing to maximize your budgetary dollars. Our team of industry professionals knows how to deliver on performance without breaking the bank. When you’re ready to take your content marketing strategy to the next level, contact Haley Brand Intelligence and let us guide you toward online performance success.