The “B2B Enterprise Content Marketing 2016” report from the Content Marketing Institute recently revealed key differences between the “most effective” content marketers and those that struggle with their strategies.
According to the data, enterprise marketers with defined content marketing strategies outperform those without outlined plans. About 64 percent of respondents who claim that they are “most effective” at content marketing say that their organization is clear on what a successful content marketing program looks like. Just 18 percent of the “least effective” respondents could say the same.
In addition to defining success, 58 percent of the most effective B2B enterprise content marketers say that they meet daily or weekly to discuss content marketing, and 73 percent find these meetings valuable. Only 19 percent of the least effective respondents said they meet regularly for content marketing purposes.
The vast majority of B2B enterprise content marketers (82 percent) say that engagement is their top priority when it comes to content marketing. Sales (81 percent) and lead generation (79 percent) are also leading objectives for respondents.
Finding New Ways to Publish Marketing Content
To achieve these goals, research indicates that marketers are using a wide variety of tactics to deliver content to their target audiences. The “Following the Trends – Is Your Content Ready?” report conducted by the Data Conversion Laboratory and the Center for Information Development Management found that marketers intend to use mediums such as PDFs and mobile apps to publish content within the next two to three years.
The majority (76 percent) said they would be using HTML, while 70 percent said they will utilize Help. Nearly 65 percent claimed they will publish through mobile apps, while 53 percent said they would do so via PDFs.