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Brand, Campaigns & Content April 21, 2016

Only 22% of B2B Enterprises rate content strategy as effective


74% of B2B enterprises have a content marketing strategy in place, but only 22% rate it as being effective, according to a report by the Content Marketing Institute.

Of the 74% who say they have a strategy, only 35% document it, which could, in part, explain the 52% who do not rate their strategy as being effective.

If the strategy isn’t even documented, one can presume that there is also no Digital Measurement Framework in place to outline how to measure KPIs, goals and targets.  In fact, only 29% said they had ‘clarity on content marketing success’, with 45% a firm ‘no’ and a worrying 25% saying they were ‘unsure’.

B2B Enterprise Content Marketing Tactics

When looking at the split of content marketing tactics, in-person events (and leveraging the content produced across multiple channels), remains the most used, with video and social media coming in close behind.

However, just because the vast majority are using these channels, doesn’t mean they are the most effective. For example, a report by Altimeter Group said that half of B2B organisations using social media have seen improvements in marketing optimisation, customer experience and brand health, and only a quarter have seen an increase in revenue as a result. I’d hazard a guess that those who have seem improvements are the ones who document and measure their content strategy…

Top 5 Content Marketing Priorities

74% of the respondents in the CMI study said that they plan to produce more content this year, with 47% planning on increasing their content marketing budgets over the next 12 months. A core focus going forward will be on understanding what content is most effective, and how to capitalise on re-purposing opportunities.

If organisations want to make the most of the increased investment in content, they must document their content strategy and ensure that it fully supports the overall objectives of the business. This will then influence the Digital Measurement Framework, which will ensure the effectiveness of a content team’s efforts are measured, reported and acted on, to ensure content is providing optimum ROI.

With the rise in multi-channel content there are a number of challenges to overcome, from team capabilities, to technology platforms, system integration, content production, translation, localisation and everything in between.

Some key questions to ask ahead of preparing your content strategy include:

  • Do you know who you’re producing content for? Have you defined your personas and customer experience map?
  • Do you have a personalisation plan in place and do you have the capabilities to deliver personalised content (both from a people and platform point of view).
  • Do you need to consider translation, transcreation and localisation of you content? How will this be delivered in your operating markets?
  • Is your content management system fit for purpose to handle the increase in content volume, and subsequent channel distribution?
  • Do you have a dedicated content team? Or do you need to consider outsourcing content creation/management to an agency?
  • Do you have a Digital Measurement Framework in place?


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