Although many marketers have begun exploring content marketing to incorporate it into their strategies, new research indicates that those in the technology sector are lagging behind.
The Content Marketing Institute, MarketingProfs and IDG recently released the “Technology Content Marketing Benchmarks, Budgets and Trends” report, and statistics showed that only 41% of all technology marketers have a documented content marketing strategy. Furthermore, just 46% say that their organization’s content marketing is sophisticated/mature.
Over the last 12 months, the majority of respondents (49%) said that their content marketing team stayed the same size. However, 39% claimed that their team increased in size, suggesting that some companies are expanding in this area. About 26% also said that they have a centralized content marketing group that works with multiple brands/products/departments throughout the organization, suggesting that tech marketers are beginning to take this initiative more seriously.
Manufacturing Marketers and Content Marketing
Even though the tech sector is just starting to see the benefits of content marketing, the manufacturing industry is already finding early success in this area, according to previous research.
The Content Marketing Institute conducted the “Manufacturing Content Marketing: Benchmarks, Budgets and Trends” report, and the majority of manufacturing marketers (35%) said that they now consider their content marketing strategy to at least be “adolescent” in maturity. This suggests that they are seeing early success and becoming more sophisticated in terms of measurement and scaling.
However, there is still room for improvement. Most respondents (40%) said that although they have a plan in place, it is not documented.