Report: Manufacturing Marketers Seeing Early Success with Content Marketing

Although manufacturing marketers have not always turned to content marketing in the past, new research shows that their strategies for this tactic are beginning to mature.

The Content Marketing Institute recently published the “Manufacturing Content Marketing: Benchmarks, Budgets and Trends” report, and statistics showed that the majority of manufacturing marketers (35%) now consider their content marketing strategy to be “adolescent” in its maturity. This indicates that it is seeing early success and becoming more sophisticated with measurement and scaling.

That being said, there is still some work that needs to be done in terms of establishing content marketing strategies. The majority of respondents (40%) said that while they have a plan in place, it is not documented. Just 39% claimed that they have a content marketing strategy and stated that it is documented.

Finding Success with a Performance Marketing Strategy

Content marketing is not the only area that marketers struggle with in terms of strategizing. Previous research shows that performance marketing continues to be a challenge as well.

Ascend2 conducted “The State of Performance Marketing Survey,” and results suggested that when it comes to performance marketing, developing a comprehensive strategy (48%) is the biggest challenge to success among marketers. This was followed by budget allocation (45%), data management/silos (37%) and integration with the customer journey (36%).

Overall, just 44% of marketers have been “somewhat successful” at achieving their performance marketing goals.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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