Thirty percent of US marketing professionals who use content marketing consider it ineffective. That’s a frightening figure. At the same time it is easy to identify – and repair – the errors they are making.
Those who have flicked through the Content Marketing Institute’s latest report, “B2B Content Marketing: 2016 Benchmarks, Budgets and Trends – North America”, have reason to be worried. Some of the figures presented there are troubling. Among other points, 30 per cent of the surveyed marketers said that their investment in content marketing is not effective. This would be possible to take as proof that content marketing is not working. Yet if you read a little more closely, you understand that is not the case.
How to succeed with Content Marketing
In the 2014 report by the Content Marketing Institute, 38 per cent of respondents said that they were effective in their work with Content Marketing. The figure this year has fallen to 30 per cent. This year’s report clearly shows why this is so. Who is it that considers their work to be ineffective, and what errors are they making? The report presents several areas where successful marketers differ dramatically from those who fail. Here are three points that make you more effective.
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