Friday, March 11, 2016

No marketing tactic works well Forrester says, it’s all about strong content

Content marketing has cut itself a lion’s share in the marketing world. It’s pretty simple when you think about it, technically every part of your marketing mix should revolve around promoting content. It only makes sense then to see companies slowly ramping up their content spend. Forrester has been following marketers to ask them how those efforts were going, and the answer is… not so well.

“Only two of the 17 choices were rated as highly effective by even 47% of respondents. Most tactics received a thumbs up from 30% or fewer of those surveyed.”

In many ways, the job of a marketer these days is more about gathering a strong content library, and promoting it in an efficient way to build confidence in their product. This statistic seems to tell us that either something is very wrong in the world of marketing, or we’re still missing an essential distribution channel. Or maybe it’s something else:

“87% of B2B marketers say they struggle to develop compelling content, no amount of messing around with the mix will create a significant bump in results.”

A staggering majority of marketers seem to have figured out that strong content is important, but have no idea where to start to produce it. Don’t worry, it’s not all doom and gloom. This is just a normal signal when a trend gets out of infancy. When the bulk of marketers get into a new style, they are bound to struggle a little bit at first. Read on for solutions to the content funk such as:

– Putting content investment ahead of media and program choices.

– Adopting a centralized content asset and measurement system.

– Redefining your relationship with your agency to help out with content.

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