Content Marketing

Even marketers at tech companies don’t have an edge when it comes to content management technology.

Slightly more than one in four (28%) say they have the right tech to manage content across the organization. But most haven’t acquired the right tech (29%) or have the tech but aren’t using its potential (32%). (And 11% aren’t sure about it all.)

That’s one of the findings in CMI’s newly released Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023. Sponsored by Foundry, an IDG, Inc. company, the survey encompasses responses from 278 tech marketers in our July 2022 content marketing questionnaire.

[Read more…] about Surprising Results From Tech Content Marketers [New Research]

It’s common wisdom among marketers that most long-form content should be, at most, mildly promotional.

The goal is to help the reader or prospect. Then, prospects will gradually come to see the company as expert at solving their problems, and they’ll sign up for a demo or reach out for a discovery call. That is how long-form content grows businesses.

But not all marketing content should be nonpromotional. The question is, then, How promotional should each marketing content asset be? How do companies figure out the proper level of promotion across their content marketing mix?

[Read more…] about How Promotional Should Marketing Content Be?

As marketers, we’re always looking for ways to measure our effectiveness and attribute our work back to the pipeline. Content marketing is no exception. However, traditional metrics like website visits or clicks don’t tell us the whole story of how our content is performing.

Engagement content metrics are a powerful way to gain deeper insights into our content’s performance and determine whether or not it’s having the desired effect. These metrics measure how well users interact with content, such as how long they spend on an article, how many shares it receives, or which sections of a page are clicked.

[Read more…] about Why You Should Prioritize Engagement Content Metrics

We all want to attribute value to the content we produce. How did the output contribute to the overall customer experience and journey? How can we calculate the value it brings to the business?

The ability to map sales back to content is a practice known as attribution, and it’s the black box of content marketing. Every content marketer struggles to achieve success here. Why? Because the ability to understand what drives a customer to ultimately convert is a bit of a mystery.

[Read more…] about The Black Box of Content Attribution: How to Engage With Consumers More Authentically