Report: Most Marketers Still Struggling with Content Marketing Success

Although many marketers have developed content strategies to help them accomplish top priorities, new research suggests that they are still facing numerous challenges in this area.

Ascend2 recently published its “Creating Original Content” report, and statistics indicated that the majority of marketers (70%) only consider their content marketing strategy to be “somewhat successful” at achieving its objectives.­ Improving content engagement (46%), implementing the right technology for execution (37%), and measuring return-on-investment/attribution (37%) are top challenges for content marketers.

Thus far, interactive videos/live streaming content (40%) has been the most difficult for marketers to execute. Interactive emails have been the most effective type of content for the majority of content marketers (52%), and only 26% claim that it is the most difficult to execute.

Examining the Shift Toward Visual Marketing Content

Despite the challenges associated with visual content, such as videos, previous research indicates that many marketers have shifted toward these assets. Specifically, several marketers did so as a direct result of the 2020 pandemic.

HubSpot teamed up with Venngage to release the “Marketing Statistics Report” for 2022, and data suggested that the majority of marketers around the globe (57%) began moving toward visual content marketing in 2020. Specifically, at least 50% of U.S. marketers made this shift.

About 13% of respondents stated that they leverage videos and presentations. Approximately 33% said they use infographics and illustrations, while 15% turn to charts and data visualizations.