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Excerpt...

Our content marketing benchmark shows that B2B marketers have more work to do when it comes to consistently delivering a valuable exchange of information with prospects and customers. Key findings include:

-- >  Content is not marketing's job #1. A startling 72% of surveyed marketers say less than half of their marketing staff plays a primary role in content marketing today — leaving content to quickly devolve to talk of products and features, rather than interesting insights buyers crave. It's not surprise, then, that 87% say they struggle to produce content that truly engages their buyers.

-- >  Marketers produce content simply to fill the channel. Sixty-two percent admit to producing content on a campaign-by-campaign basis while 47% said that they focus primarily on creating content for distribution channels like their company website, online advertising, email, and social media. Another 16% said they mainly develop sales collateral. Altogether, this data shows an acute focus on acquisition that practically ignores the remainder of the customer life-cycle. 

-- >  They fail to highlight how they help customers become successful. While 71% of surveyed marketers say their content features case studies or customer stories, only 3% admit this is a primary focus of their efforts. 

-- >  Content lacks insight that buyers can turn into action. Only 12% of respondents make publishing research and perspectives the main focus of their content marketing, and no one said they engage external experts to validate those ideas.

-- >  Marketers focus on creating deals, not on building relationships. While more than three-quarters of respondents say they frequently communicate to their customer base, only 5% make this a priority, proving that marketers are too focused on acquisition rather than creating long-term loyalty. 

 

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Skyword, in conjunction with Unisphere Research, announces a report that examines how content marketing and social media fuel brand success. Download now.

 

Excerpt...

 

This report highlights the current state of the content marketing industry, where marketers want the practice to go, and how brands can improve their strategies. Here are some key findings:

  -- >  68% of respondents say their top content marketing objective is engaging customers and prospects.

  -- >  87% of respondents say they create their own original content to reach web users.

  -- >  66% of respondents say their biggest content marketing challenge is producing targeted, relevant online content to engage audiences.

 

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