A recent MarketingProfs study shows b2b marketers remain skeptical about the effectiveness of content marketing. The poll indicates that 58% of b2b marketers find content marketing either ineffective or are unsure of its success. However the poll also revealed a correlation between perceived content creation effectiveness and content planning.
B2b marketers with a documented content strategy are more likely to believe they are effective (66% vs. 11%). On the other hand, 84% of those who believe content creation to be ineffective did not have a documented content strategy.
Additionally, having a content strategist also affected perceived content creation effectiveness. 86% of marketers who found content creation effective had someone who oversees the content marketing strategy, compared to only 46% of ineffective marketers.
Marketing professional Kelvin Claveria believes, “The takeaway is clear: assign someone who will lead your content marketing efforts. Among other things, this person should have an idea of the type of content that resonates with your target audience, have an understanding of inbound marketing and inbound strategy tips, and finally, be able to measure the success of your efforts.”
Despite the recent skepticism, b2b marketing is still on the rise. 73% of marketers are creating more content now than they did a year ago. Furthermore, 58% of marketers will increase their content marketing budget over the next 12 months. 4,397 marketers from around the globe participated in the survey, representing a range of different industries and company sizes.