As agency marketers, in particular, continue to provide content marketing services to their customers, new research suggests that they are meeting their audience’s goals along the way.
The Content Marketing Institute recently published its “Agency Survey,” which discovered that most agency marketers (61 percent) now offer a full scope of content marketing services. By comparison, the majority of respondents (61 percent) also stated that they are “very successful” at achieving their customers’ content marketing goals. Twelve percent claimed they are “extremely successful.”
Over the past 12 months, most agency marketers (66 percent) said that they have increased the amount of content marketing services that they offer. As a result, the majority of respondents (62 percent) claimed that they have increased their number of customers over the last year.
B2B Customers and the Access to Marketing Content
B2B customers, in particular, are consistently on the hunt for content that is relevant to their pain points, according to previous research. However, they do not always have access to this type of content from marketers.
Heinz Marketing and PathFactory published the “Inside the Head of a Marketing Leader: The Buyer’s Journey” report and discovered that 92 percent of B2B marketing leaders claim that content plays a significant role in their decision-making process. However, 1-out-of-2 of these individuals believes that the content they have access to is irrelevant to their pain points, challenges and responsibilities.
“Irrelevant content is an issue for marketing leaders, but a general lack of relevance isn’t the only issue they face,” wrote the authors of the report. “Specifically, content is irrelevant to marketing leaders because it’s poorly done or not targeted to a marketing leader’s needs.”