Content Marketers Improving Skills. They’re Getting Better At Content Creation 59% of manufacturing marketers say their organization has become much more or somewhat more successful at content marketing compared with one year ago. Of that group, 82% say their increased success is because they are doing a better job at content creation (producing higher-quality content, getting more efficient at content). Previous Year More Successful % of Respondents Content creation (higher quality, more efficient) 82% Strategy (development or adjustment) 69 Content marketing (greater priority) 62 Spending more time on content marketing 57 Content distribution 49 Content measurement 43 Management/HR 39 Source: NA Content Marketing Institute, November 2016 2. They’re Documenting Their Content Marketing Strategy Last year, says the report, manufacturing marketers were merely “doing” content marketing, with no strategy to guide them. Percentage of Manufacturing Marketers w/Content Marketing Strategy Documentation % of Respondents Yes, documented 31% Yes, not documented 46 No, with plan to have w/in 12 months 16 No, with no plans 7 Source: NA Content Marketing Institute, November 2016 3. Among those who said their organization is extremely or very successful at content marketing, 76% agree that their leadership team gives them ample time to produce content marketing results (compared with 49% of the total manufacturing sample). They’re Growing In Their Content Marketing Maturity According to the report, this year’s data indicates that some manufacturing organizations are growing out of the young/first-steps phase of content marketing (37% of this year’s manufacturing respondents say their organizations are in the adolescent phase of content marketing maturity vs. 29% last year). At the same time, manufacturing marketers identifying themselves in the young/first-steps phase went down this year (42% this year vs. 50% last year), says the report. Concluding, the report says that manufacturing marketers have come a long way with their content marketing.
According to The Content Marketing Institute, from a new study Benchmarks, Budgets and Trends by Joe Pulizzi,last year the results of the annual content marketing survey indicated that manufacturing marketers were stuck when it came to content marketing, with fewer than 20% saying that their organization was effective at content marketing.
But, says the report, take a look at some of the reasons why manufacturers have made progress over the last year with content marketing…
1. They’re Getting Better At Content Creation
59% of manufacturing marketers say their organization has become much more or somewhat more successful at content marketing compared with one year ago. Of that group, 82% say their increased success is because they are doing a better job at content creation (producing higher-quality content, getting more efficient at content).
|
Factors Contributing to Manufacturing Marketers Increased Success vs. Previous Year |
|
|
More Successful |
% of Respondents |
|
Content creation (higher quality, more efficient) |
82% |
|
Strategy (development or adjustment) |
69 |
|
Content marketing (greater priority) |
62 |
|
Spending more time on content marketing |
57 |
|
Content distribution |
49 |
|
Content measurement |
43 |
|
Management/HR |
39 |
|
Source: NA Content Marketing Institute, November 2016 |
|
2. They’re Documenting Their Content Marketing Strategy
Last year, says the report, manufacturing marketers were merely “doing” content marketing, with no strategy to guide them. This year there’s a 72% increase over last year in the percentage of manufacturing marketers who have a documented content marketing strategy (31% this year vs. 18% last year). The research consistently shows that documenting your content marketing strategy is a key to success.
|
Percentage of Manufacturing Marketers w/Content Marketing Strategy |
|
|
Documentation |
% of Respondents |
|
Yes, documented |
31% |
|
Yes, not documented |
46 |
|
No, with plan to have w/in 12 months |
16 |
|
No, with no… |
|
COMMENTS