Forty-six percent of companies have formal content marketing strategies, and 37 percent are considering such strategies, a recent survey
of 217 marketing professionals by Unisphere Research and Skyword
An overwhelming majority (87 percent) of the organizations surveyed say they create original content. Twenty-four percent use content written or produced
by outside vendors, and only 17 percent curate content, the research found.
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The top three types of digital content the organizations create are:
Articles (76 percent)
Videos (60 percent)
Blogs (58 percent)
Here are some additional key findings from the report:
Sixty-eight percent of respondents say their primary content marketing goal is to engage customers and prospects.
Forty-four percent of respondents want to increase brand awareness.
Thirty-eight percent of respondents are primarily looking to acquire leads.
Seventy-one percent of respondents employ social media to distribute content.
Eighty-four percent of respondents use Facebook to promote their content.
Seventy-nine percent of respondents use Twitter, and 64 percent use LinkedIn.
Respondents see branded blogs as the most useful social media initiative—64 percent of respondents rated them as "extremely valuable" or "valuable."
Only 25 percent of respondents indicate they measure the results of individual pieces of content.
Most respondents measure social media performance with platform-specific metrics such as levels of engagement (67 percent count comments or shares),
website traffic (62 percent), and likes on Facebook or endorsements on LinkedIn (47 percent).
Only 42 percent tie success directly to business gains via direct responses or downloads.
An even smaller number (31 percent) make a connection to sales and revenue.
A majority of respondents (53 percent) say they produce 10 or fewer content marketing assets per month to post across social media.
Forty-four percent would like to increase their content production to 11 to 50 assets per month.
Fourteen percent would like to increase their volume to more than 50 assets per month. Currently, only 4 percent have achieved this level.
To fill the current gap, 78 percent report they repurpose or repost content.
About the research: The report was based on data from a survey of 217 marketing
professionals (24 percent executive managers, 17 percent marketing managers/directors, 15 percent project managers, and the rest a mix of other titles). A
range of company sizes were represented (41 percent with 1 to 100 employees, 17 percent with 101 to 500 employees, and 42 percent with more than 500
is a digital strategy and content consultant. He is also a
MarketingProfs, where a version of this article originally appeared.