Content marketing is a long-term strategy and its one that doesnt always give easily measurable results. Because of this, it can be difficult for marketing managers to sell content marketing to upper management as a worthwhile strategy.
While content marketing is time consuming and requires a consistent effort over a long period of time, it can get great results in terms of engagement and overall brand loyalty and now we finally have the evidence to prove it.
Recent research from the Content Marketing Institute in tandem with MarketingProfs has shown that a massive 89% of B2B businesses in North America use content marketing and a whopping 97% reported that they had at least some level of success using this strategy. This means that only 3% of the businesses surveyed hadnt had any success with content marketing.
The keys to content marketing success
So what makes a successful content marketing campaign?
According to the results from the survey, it all comes down to two factors, strategy and quality. Other important factors include prioritising and spending time on content marketing, having the right distribution networks and the fact that we are more able to measure results than ever before (and refine our strategy accordingly).
Another major factor in the success of an organisations content marketing strategy is the commitment to the long haul. Content marketing has never been a quick fix marketing strategy and the organisations that make a long-term commitment to producing regular, high quality content are finding they get better results as time goes on.
With 63% of the marketers surveyed reporting they were very or extremely committed to content marketing, and 62% saying they are much more or somewhat more successful at content marketing than they were a year ago it seems clear that the long term approach yields good results.
Can marketing managers find success with content marketing?
While content marketing is something that you might assume requires a cast of thousands, its actually very common for smaller businesses to have a smaller number of people working on their content marketing. According to the report, 55% of content marketers have small content marketing teams or even a single person doing the content marketing for the whole organisation.
Content marketing has been a crucial marketing strategy for businesses for a number of years now, and the research from MarketingProfs and the Content Marketing Institute confirms that creating and distributing high quality content is definitely a worthwhile strategy for businesses of all sizes.