Welcome!

News Feed Item

IMN Study Reveals Nearly Half of Content Marketers Cite Room for Improvement in Developing Authoritative Content

Results From Digital Marketing Company's Annual Survey Indicate Shoestring Content Marketing Budgets are Causing Marketers to Run Ad-hoc Programs

WALTHAM, Mass., Aug. 25, 2014 /PRNewswire/ -- IMN, the digital marketing company that delivers branded newsletters and content for vertical markets, today unveiled the results of its third annual multi-industry content marketing survey. IMN polled marketers to better understand the current state of their content marketing programs and how those programs fit into their overarching marketing strategies.

The results revealed that while 76 percent of marketers classify content marketing as a medium or high priority in their overall marketing plan, nearly 40 percent are still dedicating less than 10 percent of the marketing budget to it. As a result of these shoestring budgets, content marketing programs are suffering—46 percent of respondents feel that their content is OK, but leaves room for improvement to position their company as an industry thought leader.

"The majority of organizations surveyed see content marketing as an important business tool to build awareness and establish credibility," said Steve Henning, senior director at IMN. "But, the survey also highlighted a troubling trend for marketers – shoestring budgets and ad-hoc approaches continue to constrain content marketing efforts. This is problematic for marketers charged with effectively reaching prospects and customers and positioning their company as a thought leader."

Additional key survey findings include:  

  • Marketers are adapting content for use across a variety of channels without having channel-specific strategies in place. Nearly 80 percent of marketers are adapting content for use across a variety of channels, yet almost 60 percent don't have separate content strategies for each channel. For those with channel-specific strategies, they were most often in place for email (93 percent), corporate websites (93 percent), social media (86 percent) and newsletters (71 percent).
  • Approximately one third of content marketers are "winging it." For 30 percent of respondents, content marketing is an ad-hoc effort with no formal program in place. One third of respondents either don't measure the ROI of their program at all, or don't know whether the return justifies the investment. Additionally, 60 percent of marketers aren't using an editorial calendar.
  • Content marketing goals change, but challenges remain the same. This year, respondents cited the primary goal of content marketing to be awareness, whereas in 2013, increased leads was the main objective. Finding and sourcing engaging content was cited in both years as the primary challenge in implementing a content marketing strategy.
  • Newsletters are increasingly cited as one of the most effective content marketing vehicles. Sixty percent of respondents cited newsletters to be one of the most effective content marketing vehicles to date (up from 42 percent of respondents last year). Three quarters of respondents use content in a newsletter that is sent to customers and prospects and 60 percent of respondents that distribute newsletters send them monthly.

Broken down by specific industries, the survey results revealed the following trends:

  • Marketers in the automotive industry have more formal content marketing programs than other industries; however, resource constraints are a bigger problem than in other verticals. More than 45 percent of automotive marketers cited resources as their primary challenge, compared with 23 percent of overall respondents. Automotive marketers also use newsletters more than other industries—92 percent of respondents use content in a newsletter (compared with 75 percent overall).
  • The banking and financial services industry is the only vertical that uses open rates for email blasts as the primary measure of success for the content marketing program. Given the regulations this vertical needs to comply with, nearly half of respondents worry about trademark, copyright and citation issues arising, and, as a result, 38 percent of respondents have outsourced content marketing efforts.   

To request the detailed survey report, visit the IMN website (click here).

About IMN
iMakeNews, Inc. (IMN) is the digital marketing company that delivers branded newsletters and custom content for the automotive, direct selling, banking and financial services, and franchise industries. For more information, visit imninc.com, follow on Twitter @loyaltydriver, or connect on the IMN Facebook page.

PDF - http://origin-qps.onstreammedia.com/origin/multivu_archive/ENR/139218-IMN-Content-Marketing-Survey-.pdf 

SOURCE iMakeNews, Inc.

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
DevOps promotes continuous improvement through a culture of collaboration. But in real terms, how do you: Integrate activities across diverse teams and services? Make objective decisions with system-wide visibility? Use feedback loops to enable learning and improvement? With technology insights and real-world examples, in his general session at @DevOpsSummit, at 21st Cloud Expo, Andi Mann, Chief Technology Advocate at Splunk, explored how leading organizations use data-driven DevOps to close th...
"Digital transformation - what we knew about it in the past has been redefined. Automation is going to play such a huge role in that because the culture, the technology, and the business operations are being shifted now," stated Brian Boeggeman, VP of Alliances & Partnerships at Ayehu, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
The past few years have brought a sea change in the way applications are architected, developed, and consumed—increasing both the complexity of testing and the business impact of software failures. How can software testing professionals keep pace with modern application delivery, given the trends that impact both architectures (cloud, microservices, and APIs) and processes (DevOps, agile, and continuous delivery)? This is where continuous testing comes in. D
"Evatronix provides design services to companies that need to integrate the IoT technology in their products but they don't necessarily have the expertise, knowledge and design team to do so," explained Adam Morawiec, VP of Business Development at Evatronix, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
"WineSOFT is a software company making proxy server software, which is widely used in the telecommunication industry or the content delivery networks or e-commerce," explained Jonathan Ahn, COO of WineSOFT, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Smart cities have the potential to change our lives at so many levels for citizens: less pollution, reduced parking obstacles, better health, education and more energy savings. Real-time data streaming and the Internet of Things (IoT) possess the power to turn this vision into a reality. However, most organizations today are building their data infrastructure to focus solely on addressing immediate business needs vs. a platform capable of quickly adapting emerging technologies to address future ...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
There is a huge demand for responsive, real-time mobile and web experiences, but current architectural patterns do not easily accommodate applications that respond to events in real time. Common solutions using message queues or HTTP long-polling quickly lead to resiliency, scalability and development velocity challenges. In his session at 21st Cloud Expo, Ryland Degnan, a Senior Software Engineer on the Netflix Edge Platform team, will discuss how by leveraging a reactive stream-based protocol,...
In his Opening Keynote at 21st Cloud Expo, John Considine, General Manager of IBM Cloud Infrastructure, led attendees through the exciting evolution of the cloud. He looked at this major disruption from the perspective of technology, business models, and what this means for enterprises of all sizes. John Considine is General Manager of Cloud Infrastructure Services at IBM. In that role he is responsible for leading IBM’s public cloud infrastructure including strategy, development, and offering m...
Sanjeev Sharma Joins June 5-7, 2018 @DevOpsSummit at @Cloud Expo New York Faculty. Sanjeev Sharma is an internationally known DevOps and Cloud Transformation thought leader, technology executive, and author. Sanjeev's industry experience includes tenures as CTO, Technical Sales leader, and Cloud Architect leader. As an IBM Distinguished Engineer, Sanjeev is recognized at the highest levels of IBM's core of technical leaders.
Product connectivity goes hand and hand these days with increased use of personal data. New IoT devices are becoming more personalized than ever before. In his session at 22nd Cloud Expo | DXWorld Expo, Nicolas Fierro, CEO of MIMIR Blockchain Solutions, will discuss how in order to protect your data and privacy, IoT applications need to embrace Blockchain technology for a new level of product security never before seen - or needed.
The 22nd International Cloud Expo | 1st DXWorld Expo has announced that its Call for Papers is open. Cloud Expo | DXWorld Expo, to be held June 5-7, 2018, at the Javits Center in New York, NY, brings together Cloud Computing, Digital Transformation, Big Data, Internet of Things, DevOps, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Digital transformation is about embracing digital technologies into a company's culture to better connect with its customers, automate processes, create better tools, enter new markets, etc. Such a transformation requires continuous orchestration across teams and an environment based on open collaboration and daily experiments. In his session at 21st Cloud Expo, Alex Casalboni, Technical (Cloud) Evangelist at Cloud Academy, explored and discussed the most urgent unsolved challenges to achieve f...
SYS-CON Events announced today that Synametrics Technologies will exhibit at SYS-CON's 22nd International Cloud Expo®, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Synametrics Technologies is a privately held company based in Plainsboro, New Jersey that has been providing solutions for the developer community since 1997. Based on the success of its initial product offerings such as WinSQL, Xeams, SynaMan and Syncrify, Synametrics continues to create and hone inn...