Content Marketing Institute Report Shows B2B Manufacturing Marketers Missing Crucial Objective of Content Marketing
Brand Awareness is Top Content Marketing Goal; Disconnect Between This Goal and Measuring Effectiveness
CLEVELAND, Jan. 27, 2011 /PRNewswire/ -- A new report by the Content Marketing Institute, produced with Dianna Huff, principal of DH Communications, Inc., shows that although 84% of B2B manufacturing marketers use content marketing, there is still a disconnect between content marketing goals and measurement.
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Manufacturing firms' top content marketing goals include building brand awareness (82%), customer retention / loyalty (78%), and lead generation (66%). "Having brand awareness as a top organizational goal is surprising," says Huff. "In our experience, driving new business leads is generally the top marketing goal for manufacturing organizations, so there may be some confusion with how to measure content marketing."
To measure the effectiveness of these goals, manufacturing firms indicated they use the following criteria: web traffic (58%), qualitative feedback (51%), and sales lead quality (50%).
"What this data says to me," says Huff, "is that B2B manufacturing marketers are experiencing a 'disconnect' between their goals and measuring their effectiveness. By focusing on developing content that builds brand awareness, marketers are also missing a crucial objective: developing content that helps drive the conversions that move prospects along the sales cycle."
"Measuring the effectiveness of content is a challenge for most marketers. Setting quantifiable objectives is the key," says Joe Pulizzi, Founder of Content Marketing Institute and co-author of Get Content Get Customers.
The B2B Content Marketing 2010: Manufacturing / Process Industry Report represents the experiences of 129 manufacturing firms. This report is a subset of the Junta42 and MarketingProfs B2B Content Marketing: 2010 Benchmarks, Budgets and Trends report based on surveys of over 1,100 B2B North American marketers.
Download the full report at the Content Marketing Institute.
About Content Marketing Institute
Content Marketing Institute is the leading content marketing resource on the planet. The CMI group includes the Junta42 content agency matching tool, Chief Content Officer magazine and Content Marketing World, the premier international content marketing event.
About Dianna Huff
Dianna Huff, principal of DH Communications, Inc., is an award-winning B2B Web marketing expert who helps B2B manufacturers and companies get found in Google through SEO, content and social media. Her work has been featured in numerous publications and books. She blogs at the B2B MarCom Writer Blog and the Content Marketing Institute.
CONTACT: Michele Linn, +1-216-941-5842, michele(at)junta42.com
SOURCE Content Marketing Institute
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