Content Marketing Development a Big Challenge without a Plan

According to the recent report 2013 B2B Content Marketing Benchmarks, Budgets and Trends, marketers were asked to rate the effectiveness of their content marketing on a scale of 1 to 5 (not effective – very effective). Only 9 percent of marketers rated themselves a 5; most (41%) rated themselves a 3.

The middling rating by the majority of marketers could be linked to another revelation in the study: only 44 percent of them actually have a written content strategy. But those organizations that produced a plan were more effective and less challenged by the content marketing process.

 I had a related discussion a couple of days ago in a LinkedIn group. We chatted about trying to get executives and other stakeholders to reach consensus on the importance of developing content, and it came back to producing a strategy before discussing which media — articles, blogs, white papers — you’re going to use.

 Without a plan, many companies spread themselves too thin. They dabble back and forth on the distribution channels with no consistency. And they soon discover the whole process becomes unwieldy without first laying the foundation.  

 There’s lots of other interesting finding in the report. Have a look at this Slideshare overview:

David Coyne

David Coyne

David Coyne is a B2B copywriter and marketing consultant with 25 years experience in the business-to-business sector.

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David Coyne

David Coyne

David Coyne is a B2B copywriter and marketing consultant with 25 years experience in the business-to-business sector.

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