As marketers look for ways to leverage content and bolster their return-on-investment (ROI), new research suggests that creating a documented strategy and allocating more budget toward this initiative can help.
Semrush recently released “The State of Content Marketing” global report for 2023, and statistics suggested that the majority of content marketers who consider themselves to be “very successful” (80%) have a documented content marketing strategy. In contrast, only 52% of content marketers who say that they are “unsuccessful” have a strategy in place.
Investment in content marketing also appears to be paying off for those who are seeing success, according to the report. Most respondents who say they have been “very successful” (79%) spend more than 10% of their total marketing budget on content. Furthermore, 77% of these same respondents intend to increase their budget for content marketing in 2023, and 53% are looking to expand their content team within the next 12 months.
B2B Content Marketing Now Yielding Higher Quality Leads
B2B marketers, in particular, are finding success with content, according to previous research. More specifically, they are utilizing it to produce higher-quality leads.
Chief Marketer conducted its “2023 B2B Marketing Outlook Survey,” and data indicated that most B2B marketers (62%) believe that content marketing yields leads with the highest ROI. Articles/blogs (59%), video (52%), and events (41%) were some of the most effective components of their strategies.
However, many B2B marketers are still behind in terms of integrating personalization into their content plan. About 46% admitted that they have yet to use personalization in tandem with content marketing.