Study: Producing engaging content is marketer’s biggest challenge

Two recent reports reveal where and when marketing pros share content online, along with the strategies they find successful. 


For any company considering a content marketing strategy, one question persists: Does it work?

Two recent studies seek to answer this question and shed light on content marketing best practices. They also show which channels tend to be most effective for marketers seeking to get their message across.

The first study, from the Content Marketing Institute, reveals that 94 percent of business-to-business marketers use LinkedIn for their efforts, and 51 percent say their content-marketing budgets will increase in the next year.

However, 60 percent of B2B marketing pros say that producing engaging content is their biggest challenge, and only 6 percent say their organizations are using content marketing very effectively.

Though 36 percent of B2B marketers meet to discuss their content marketing program weekly, only 32 percent of organizations have a documented content marketing strategy.

You can find more insights from Content Marketing Institute’s study in this Slideshare:

A second study that Score.org published dives into content marketing best practices for small businesses.

The study revealed that 58 percent of business-to-consumer marketers preferred to use Facebook for content marketing efforts. More than half said their content was successful on Twitter, and several preferred YouTube (49 percent), Instagram (43 percent) and Instagram (41 percent.)

Sixty-three percent of B2B marketers said LinkedIn was the most valuable social media platform for content marketing, with many preferring Twitter (55 percent), YouTube (48 percent), Slideshare (42 percent) and Vimeo (40 percent).

The study also finds that marketers share content 49 percent more on weekdays than on weekends. Forty-eight percent of B2C marketers post more than once a week, and 42 percent of B2B marketers post daily or many times a week.

Score.org has summed up its results in this infographic:

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