Content Marketing Part 1: Have A Strategy

by Michelle Class on January 6, 2016

We need strategy for a lot of things. From executing that project at work to the easiest way to get our children from school to practice to home and everything in between. Strategy is a big part of our everyday lives. It’s no different in B2B marketing. Having a documented content marketing strategy has proven to be highly effective and less challenging than ever before.

In the sixth annual B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends report, produced by Content Marketing Institute and MarketingProfs, it was found that when asked,

30% of B2B marketers say their organizations are
effective at content marketing (down from 38% last year).

A small amount of firms (32%) have a content marketing strategy – which is a necessary first step when adding content development to your marketing mix. However, taking it to the next level and gaining buy in on that strategy, is like having a roadmap is the logical step to successful implementation.

Of those B2B marketers who have a documented strategy,

85% site lead generation and 84% site sales as the most
important goals for B2B content marketers over the next 12 months.

The lesson here is simple: If you want to be more effective at content marketing, take the time to strategize and document your plan before executing. Also, ensuring your messages are published and shared across multiple digital platforms is essential.

To learn more from the 2016 B2B Content Marketing report, click here.

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