Less than half of B2B marketers report effective content strategies

Dive Brief:

Recent research from the CMO Council finds content marketing is on the rise.
B2B marketers are spending 28% of their budget on content marketing, but only 2% feel they have highly-effective strategies.
Less than half (44%) of surveyed marketers report content strategies that are at least “moderately effective.”

Dive Insight:

The CMO Council recently released a study on content marketing and found the marketing channel is on the rise – according to the Content Marketing Institute, B2B marketers are currently spending 28% of their budget on content marketing. But, the CMO Council report also uncovered a range of attitudes from marketers on the channel. A mere 2% of surveyed marketers reported having “highly effective” content marketing strategies, and less than half (44%) report a “moderately effective” strategies, and 22% report ineffective strategies of various level of severity.

Donovan Neale-May, executive director of the CMO Council, said the problem is a result of splintered content content across multiple channels – and content that is irrelevant to the audience.

Neale-May told ClickZ, “The problem is that [content is] very fragmented across a multiplicity of areas. Good content is authority, leadership-driven content. Good content comes from customer-centric conversations and reflects issues, needs, problems, requirements. Too many companies develop content that's totally self-serving and has no relevance with different decision-making audiences."

Other results from the report include only 44% of marketers reported having a specific content strategy, and only around a third of marketers with strategies in place producing targeted content, rather than case-by-case content.