Content Marketing Intervention: Getting the Right Benchmarks for Content Strategy Effectiveness
Last week my husband walked into my home office took one look at me and laughed. My hair was sticking up, I had three empty iced tea bottles next to me and I was staring intensely at spreadsheet after spreadsheet of survey results. It’s then he considered an intervention.
Hello, my name is Samantha and I’m a content junkie. I’ve read books on content. I follow content gurus on Twitter and I’m lucky enough to experiment with content every day—and get paid to do it!
I’m addicted, and so are many of my peers. The challenge is that so many of us know content marketing is essential but there aren’t a lot of models to follow to ensure success.
That’s why we surveyed 132 people from B2B and B2C companies of all sizes. They shared their biggest challenges, measurement priorities and content goals.
It is nice to know I’m not alone. With only 55% satisfied with their content efforts it looks like we could all use a little content group therapy.
Overall the survey validated a lot about what ails the content obsessed. But more critically it outlined three best practices we should all be following.
- Content experimentation rules the airwaves. Underperformers tried fewer content types than those who reported great success. Embrace VARIETY.
- Stop winging it! Having a documented content strategy (and budget) was directly correlated to success.
- Marketing does not have a monopoly on quality content. Strive for 10%+ of the company to contribute.
Want to dig deeper? Read the full report to find out where your organization falls on the content madness spectrum.
Samantha is a fast growth, B2B marketing junkie, mother of four high energy boys and wannabe gourmet chef. Throughout her career she has launched go-to-market initiatives and lead marketing strategies for award-winning, high growth technology companies including Netezza, SAP, Ascential Software and Powersoft. In 2012 she founded The Marketing Advisory Network to help enterprises unleash the possible within their organizations. You can read more about her marketing philosophy and get practical advice by visiting her blog.