Content marketing is certainly de rigueur
, but is it effective?
Depends on whom you ask.
Forrester asked some content marketers recently
, “During the past 12 months, how effectively have your content marketing efforts delivered business value?”
About 51 percent of respondents said that content marketing delivered business value “somewhat effectively” and 27 percent were neutral. Only 14 percent said their content marketing efforts were very effective.
That’s not good news for marketers who are trying to carve out more dollars for content creation.
"Marketers are still struggling to figure this out," Forrester VP Laura Ramos, who wrote the study, told Advertising Age
. "They're doing a lot of things around content marketing, but they fully admit they don't think it's going that well."
According to Forrester's report, the problem may be with a lack of skilled content marketers, not content marketing itself.
“There simply aren't enough trained content marketers to do the legwork," the report quotes Online Marketing Institute Founder and CEO Aaron Kahlow as saying.
"But the imperative for education is here and seen across the board,
from entry level to CMO.”
Ramos offered this hopeful note, too: "Once marketing leaders have made the shift to relationship-building
content marketing, they will find that it regularly fuels the demand
generation engine, boosts brand visibility, and attracts buyers
interested in the problems their company can solve.”
Don't count content marketing out yet.