A Documented Content Marketing Strategy Increases Effectiveness for Technology Marketers
More than 70% of technology marketers are creating more content than they did one year ago, but the majority are lacking a documented content strategy to guide their efforts
CLEVELAND, March 27, 2014 /PRNewswire/ -- A new study, B2B Technology Content Marketing: 2014 Benchmarks, Budgets and Trends—North America, has been published by the Content Marketing Institute. The report, sponsored by International Data Group (IDG), shows that technology marketers who have a documented content marketing strategy are more effective than those who do not.
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Thirty-nine percent of technology marketers say they are effective at content marketing, but that figure rises to 62% if the marketer has a documented content strategy. However, of all the technology marketers surveyed, only 46% have a documented strategy.
Among the additional findings:
- The three content marketing tactics that technology marketers use most frequently are social media content – other than blogs (91%), case studies (86%), and videos (86%)
- The three social media platforms that technology marketers use most frequently to distribute content are LinkedIn (97%), Twitter (92%), and YouTube (85%)
- 58% of technology marketers plan to increase the amount of budget they allocate to content marketing over the next 12 months.
"Technology marketers continue to create more content and invest in content marketing, but many of them are doing so without a documented strategy to guide their efforts," says Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing. "Our broader research consistently shows that a documented strategy is one of the most important factors in determining whether or not a content marketing program will be successful."
B2B Technology Content Marketing: 2014 Benchmarks, Budgets and Trends—North America reports on the findings of 270 business-to-business (B2B) technology marketers who replied to the fourth annual Content Marketing Survey conducted by Content Marketing Institute and MarketingProfs in July and August 2013. The full report can be downloaded here.
About the Content Marketing Institute
Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI's Content Marketing World event, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company.
About International Data Group
International Data Group (IDG™) is the world's leading technology media, events, and research company. Founded in 1964 and headquartered in Boston, Massachusetts, IDG products and services reach more than 280 million technology buyers in 97 countries.
IDG Communications' global media brands include ChannelWorld®, CIO®, CITEworld, CSO®, Computerworld®, GamePro®, InfoWorld®, ITworld®, Macworld®, Network World®, PCWorld®, TechHive® and TechWorld®.
International Data Corporation (IDC), a subsidiary of IDG, has more than 1,000 analysts who provide expertise on technology and industry opportunities and trends in more than 110 countries.
Additional information about IDG, a privately held company, is available at http://www.idg.com.
SOURCE Content Marketing Institute
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