Only 3 in 10 Rate Their Tech Content Marketing as Effective
Almost all B2B technology marketers use content marketing, but only 30 percent rate their programs as effective or meeting overall objectives. That’s the word from the Cleveland, Ohio-based Content Marketing Institute (CMI), which released a new report on content marketing today.
The majority of the 392 B2B technology marketers surveyed rate their content marketing efforts only average — or worse. Specifically, on a scale of 1 to 5, with 5 being very effective and 1 being not at all effective:
3 percent gave it a 5
27 percent gave it a 4
47 percent gave it a 3
19 percent gave it a 2
3 percent gave it a 1
Have a Strategy
Those who have a documented content marketing strategy rated their programs the highest: 48 percent of them said their organizations are effective at content marketing.
“When you dig in and are doing the right things like adopting a content marketing strategy and finding the right technology and using it effectively, that makes content promotion more effective,” said Michele Linn, vice president of content for the CMI.
Marketers may simply be overwhelmed by the vast amount of actions they can take in their content marketing strategies. “It can be really difficult to bring it all together and measure it toward sales goals,” Linn said.
B2B technology marketers should sharpen their focus in their content marketing strategy. Too many of them try to do more when the better move is focusing on what works best, Linn told CMSWire.
“Technology marketers on average have about 14 tactics and five to six social programs,” Linn said. “It’s hard to do anything really well when you’re all over the place. What we really advocate is taking a step back and looking at your strategy to make sure it’s the right strategy. Focus on those things you do really well and go back to those things.”
Be Smart and Focused
This is the sixth year CMI has issues its B2B Technology Content Marketing 2016 Benchmarks, Budgets and Trends — North America report.
CMI is a champion of a intelligent content — content that is by definition automatically discoverable, reusable, reconfigurable and adaptable. It was the theme of the Intelligent Content Conference (ICC) in Las Vegas earlier this month, which CMI hosted.
In its Global Content Marketing Forecast 2015-19, PQ Media predicted the global content marketing industry will be worth more than $50 billion by 2019.
But marketers still need to refine their focus, Linn said.
According to CMI survey results, LinkedIn (95 percent) and Twitter (94 percent) are the social media platforms technology marketers use most often. LinkedIn is the most effective social media platform they use (72 percent).
How are marketers using LinkedIn? Some use paid LinkedIn marketing, while others use more organic paths like sharing and posting blogs.
Carter Hostelley, founder and CEO of Leadtail, a B2B social media agency in Burlingame, Calif., said he’s a “self-professed LinkedIn power user” who’s on the platform multiple times a day. He said marketers can build a personal brand presence, listen to what’s happening within and beyond their professional network, build an audience for their content and engage a target audience.
“Anyone that blogs, publishes bylines, ghost written or not, or has opinions to share should be publishing on LinkedIn’s Pulse platform,” Hostelley said. “And increasingly, this should be any business professional that is serious about advancing their career.”
LinkedIn’s also a powerful tool for reaching out to buyers to connect and engage them in initial conversations, Hostelley said.
Content Drives Value
Michelle de Haaff, vice president of marketing and customer success at Palo Alto, Calif-based Glooko, which offers diabetes remote monitoring software, said LinkedIn’s now a social and content platform where connections and content drive business value.