Content marketing has caught on in many industries and disciplines, including B2B and B2C companies and publishers. According to Ad Age, 86 percent of B2B marketers are using content marketing, although only a little over one third have a dedicated strategy for their content marketing efforts.
Content marketing is great for strategically marketing, as it shows customers and clients your skill set directly. So what’s important in content marketing today? Joe Pulizzi, founder of the Content Marketing Institute, commented in the Ad Age article that documenting a strategy and following it closely is very important.
The data from the fifth annual study “2015 B2B Content Marketing Benchmarks, Budgets, and Trends” seems to agree with Pulizzi’s opinion. “Having a documented content-management strategy seems to pay off in terms of effectiveness; 60% of b-to-b marketers that have a documented strategy rate themselves highly in content-marketing effectiveness, compared with only 32% of those who rate themselves highly with only a verbal content strategy.”