Click here to close now.




















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
Mobile, social, Big Data, and cloud have fundamentally changed the way we live. “Anytime, anywhere” access to data and information is no longer a luxury; it’s a requirement, in both our personal and professional lives. For IT organizations, this means pressure has never been greater to deliver meaningful services to the business and customers.
"We've just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
In a recent research, analyst firm IDC found that the average cost of a critical application failure is $500,000 to $1 million per hour and the average total cost of unplanned application downtime is $1.25 billion to $2.5 billion per year for Fortune 1000 companies. In addition to the findings on the cost of the downtime, the research also highlighted best practices for development, testing, application support, infrastructure, and operations teams.
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Learn how you can use the CoSN SEND II Decision Tree for Education Technology to make sure that your K–12 technology initiatives create a more engaging learning experience that empowers students, teachers, and administrators alike.
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
As Marc Andreessen says software is eating the world. Everything is rapidly moving toward being software-defined – from our phones and cars through our washing machines to the datacenter. However, there are larger challenges when implementing software defined on a larger scale - when building software defined infrastructure. In his session at 16th Cloud Expo, Boyan Ivanov, CEO of StorPool, provided some practical insights on what, how and why when implementing "software-defined" in the datacent...
As organizations shift towards IT-as-a-service models, the need for managing and protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection and E-Discovery of your data – whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise. In his session at 17th Cloud Expo, Randy De Meno, Chief Technologist - Windows Products and Microsoft Partnerships at Com...
SYS-CON Events announced today that VividCortex, the monitoring solution for the modern data system, will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. The database is the heart of most applications, but it’s also the part that’s hardest to scale, monitor, and optimize even as it’s growing 50% year over year. VividCortex is the first unified suite of database monitoring tools specifically desi...
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
In their session at 17th Cloud Expo, Hal Schwartz, CEO of Secure Infrastructure & Services (SIAS), and Chuck Paolillo, CTO of Secure Infrastructure & Services (SIAS), provide a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. In his role as CEO of Secure Infrastructure & Services (SIAS), Hal Schwartz provides leadership and direction for the company.
SYS-CON Events announced today that MobiDev, a software development company, will exhibit at the 17th International Cloud Expo®, which will take place November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software development company with representative offices in Atlanta (US), Sheffield (UK) and Würzburg (Germany); and development centers in Ukraine. Since 2009 it has grown from a small group of passionate engineers and business managers to a full-scale mobi...
There are many considerations when moving applications from on-premise to cloud. It is critical to understand the benefits and also challenges of this migration. A successful migration will result in lower Total Cost of Ownership, yet offer the same or higher level of robustness. In his session at 15th Cloud Expo, Michael Meiner, an Engineering Director at Oracle, Corporation, analyzed a range of cloud offerings (IaaS, PaaS, SaaS) and discussed the benefits/challenges of migrating to each offe...
Digital Transformation is the ultimate goal of cloud computing and related initiatives. The phrase is certainly not a precise one, and as subject to hand-waving and distortion as any high-falutin' terminology in the world of information technology. Yet it is an excellent choice of words to describe what enterprise IT—and by extension, organizations in general—should be working to achieve. Digital Transformation means: handling all the data types being found and created in the organizat...
Chuck Piluso presented a study of cloud adoption trends and the power and flexibility of IBM Power and Pureflex cloud solutions. Prior to Secure Infrastructure and Services, Mr. Piluso founded North American Telecommunication Corporation, a facilities-based Competitive Local Exchange Carrier licensed by the Public Service Commission in 10 states, serving as the company's chairman and president from 1997 to 2000. Between 1990 and 1997, Mr. Piluso served as chairman & founder of International Te...