Want to Commit to Content Marketing? Prioritize the Right Things [New UK Research]. Each year during my Content Marketing World keynote talk, I highlight one theme I think is critical for all marketers to understand. Asked another way, what are marketers who are committed doing differently – and why is this mindset so critical? And, we think they bear repeating as they are so critical. Committed marketers are clear on what success looks like Committed marketers are more likely than the overall sample to understand what an effective or successful content marketing program looks like within their organization. Committed marketers are more likely to understand what success means to their company. While our research asked about many possible goals for content marketing, I like to keep things simple, especially if you’re getting started. Committed marketers are more likely to document their strategy One finding you’ve probably heard us repeat many times on this blog is that you need to document your content marketing strategy. Spending more money does not equate to commitment, but prioritizing the budget you have does.
Each year during my Content Marketing World keynote talk, I highlight one theme I think is critical for all marketers to understand. This year, that theme is commitment. As I (perhaps boldly) stated, you need to go all in or do nothing.
However, the idea of commitment can feel kind of nebulous. It’s a mindset. So what exactly do you need to do? Asked another way, what are marketers who are committed doing differently – and why is this mindset so critical?
Our latest content marketing research report provides some insight into how commitment translates into action, with highlights in the chart below. You can also download Content Marketing in the UK: 2017 Benchmarks, Budgets, and Trends, sponsored by Tomorrow People, for full details or read on to understand what the most committed UK marketers are doing differently; these lessons are useful for marketers worldwide.
Note: If you follow our research closely and think you are hearing suggestions repeated, you are correct. Our B2B North America research digs into what top-performing marketers are doing differently, while our recent Australian research looks at what mature/sophisticated marketers are doing. Regardless of what lens we use, certain recommendations continually pop up. And, we think they bear repeating as they are so critical.
Committed marketers are clear on what success looks like
Committed marketers are more likely than the overall sample to understand what an effective or successful content marketing program looks like within their organization. To be frank, I think more than 63% of committed marketers should have this clarity, but the trend is evident. Committed marketers are more likely to understand what success means to their company.
How do you get clarity on what success looks like? It begins with setting goals and ensuring that everyone on your team understands what you’re working…
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