Although not all marketers have integrated their content marketing programs with their overall strategies, new research suggests that more have done so than in previous years.
PAN Communications recently published the “2019 Content Fitness” report, and statistics showed that the majority of marketers (62.5 percent) claim that they have fully integrated their content marketing program with their overall strategy. This is compared to just 37.5 percent who said they have not done so.
In 2017, about 57 percent of marketers said they had not done fully integrated their program, while 53.5 percent said the same in 2018. These statistics show a significant improvement over the past three years.
In addition to an increase in integration, more marketers are being able to attribute their content efforts to revenue growth. About 55.6 percent of respondents said they could do so as of 2019. In 2018, about 62 percent claimed they could not attribute content marketing efforts to revenue growth, and 71 percent said the same back in 2017. These statistics suggest that improvements have been made.
Distrust Between B2B Content Marketers and Customers
Marketers are becoming better at integrating their content programs into their overall strategies, but previous research suggests that their assets are still not fully resonating with B2B customers.
TrustRadius published “The 2019 B2B Buying Disconnect” report, and statistics showed that most B2B content marketers (80 percent) focus on developing ebooks, white papers and webinars to educate and engage their prospects. However, on a scale of 1 to 4 (4 being the most trustworthy), B2B customers said that marketing collateral barely earned a 2.5 in terms of trust.
In terms of trustworthiness, B2B customers ranked their own prior experience with a product (more than 3.5) as the most trustworthy than marketing content.