News Feed Item

BtoC Marketers Spending More on Content Marketing But Are Challenged to Produce High Quality Content Rapidly

Content Marketing Institute Releases New Research on State of BtoC Content Marketing in North America Sponsored By Hightail

CAMPBELL, CA--(Marketwired - October 19, 2016) - Marketers may wish they had a magic wand to help them deliver the volumes of engaging, compelling content with speed without compromising on quality. The world's most cited B2C content marketing research reveals that 86% of companies are investing in content marketing, 73% plan to produce more original content and 42% plan to increase their content marketing budget.

Marketers struggling with content marketing programs cited content creation challenges, lack of time and lack of strategy as their top three issues. Seventy-seven percent of marketers who said their programs were more successful attribute it to higher quality and more efficient content creation.

The Content Marketing Institute, a UBM company, along with MarketingProfs, today released the highly-cited report B2C Content Marketing: 2017 Benchmarks, Budgets and Trends-North America, which was sponsored by Hightail, the creative collaboration application.

"Content marketers are struggling to keep up with the demands of their jobs. They must consistently produce the breakthrough creative which power their existing and new content programs. The survey results reveal that a majority of marketers still struggle with the creative development process and it is hurting their program's results," said Deborah Holstein, VP, Marketing, Hightail. "We are excited help bring these insights to light as it's more important than ever for marketers to find ways to streamline their creative review and approval cycles to speed their content to market."

Other key findings:

• 77% attribute increase in their content marketing's overall success to higher quality, more efficient content creation

• For those struggling with success, top issues include strategy (49%), not enough time devoted (48%) and content-creation challenges (37%)

• Almost half (49%) rely only on a small (or one person) content marketing team to serve the entire organization

• 69% agree that their organizations value creativity/craft in content creation and production

• 76% of companies with a strategy say it includes a plan to operate content marketing as an ongoing business process not simply a campaign

• 73% plan to create more content in 2017 than 2016; while 54% say that content marketing has become a greater priority

• 78% use analytical tools while only 15% use collaborative workflow software

For an infographic and other assets: https://ea.spaces.hightail.com/space/T8QC8

Hightail, a creative collaboration solution used by over 50 million content marketers and creative teams worldwide, streamlines how marketers and their creative teams review, improve and approve great content to get in front of audiences faster. Learn about Hightail.

"Forty-eight percent of B2C marketers who reported that the success of their organization's overall content marketing approach has been stagnant over the last year attribute it to not enough time devoted to content marketing," says Joe Pulizzi, founder, Content Marketing Institute, and author of four content marketing books including Content Inc. "There are many things marketers can do to get better results with the time that they do have available; for example, they can document their content marketing strategy, put systems in place that promote good communication among their team members, and prioritize what's working over what's not."

The seventh annual B2C Content Marketing: 2017 Benchmarks, Budgets, and Trends--North America reports on the 480 B2C marketers in North America who took the seventh annual content marketing survey. The survey generated 2,562 responses from marketers around the globe representing a full range of industries and a wide range of company sizes.

To download the Content Marketing Institute Report: http://contentmarketinginstitute.com/2016/10/research-b2c-content-marketing

About Hightail
Hightail is the essential creative collaboration application for marketing and creative teams to develop compelling visual creative content and speed their time to market. With one place to share, review and approve all different media, Hightail streamlines the process and makes teams agile. Based in Campbell, CA, Hightail serves more than 50 million creative collaborators worldwide. Hightail recently added a new, real-time project dashboard that keeps the entire team on the same page, seamlessly moving forward across multiple projects. Learn more at www.hightail.com.

About Content Marketing Institute
Content Marketing Institute is the leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multichannel storytelling. CMI's Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring. CMI publishes the bi-monthly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI, a UBM company. To view all research and to subscribe to our emails visit www.contentmarketinginstitute.com

About Marketing Profs
MarketingProfs offers real-world education for modern marketers. More than 600,000 marketing professionals worldwide rely on our free daily publications, virtual conferences, MarketingProfs University, and more to stay up to date on the most important trends and tactics in marketing -- and how to apply them to their businesses. Visit MarketingProfs.com for more.

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
SYS-CON Events announced today that DatacenterDynamics has been named “Media Sponsor” of SYS-CON's 18th International Cloud Expo, which will take place on June 7–9, 2016, at the Javits Center in New York City, NY. DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
"Matrix is an ambitious open standard and implementation that's set up to break down the fragmentation problems that exist in IP messaging and VoIP communication," explained John Woolf, Technical Evangelist at Matrix, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Growth hacking is common for startups to make unheard-of progress in building their business. Career Hacks can help Geek Girls and those who support them (yes, that's you too, Dad!) to excel in this typically male-dominated world. Get ready to learn the facts: Is there a bias against women in the tech / developer communities? Why are women 50% of the workforce, but hold only 24% of the STEM or IT positions? Some beginnings of what to do about it! In her Day 2 Keynote at 17th Cloud Expo, Sandy Ca...
As software becomes more and more complex, we, as software developers, have been splitting up our code into smaller and smaller components. This is also true for the environment in which we run our code: going from bare metal, to VMs to the modern-day Cloud Native world of containers, schedulers and micro services. While we have figured out how to run containerized applications in the cloud using schedulers, we've yet to come up with a good solution to bridge the gap between getting your contain...
"We host and fully manage cloud data services, whether we store, the data, move the data, or run analytics on the data," stated Kamal Shannak, Senior Development Manager, Cloud Data Services, IBM, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Information technology (IT) advances are transforming the way we innovate in business, thereby disrupting the old guard and their predictable status-quo. It’s creating global market turbulence. Industries are converging, and new opportunities and threats are emerging, like never before. So, how are savvy chief information officers (CIOs) leading this transition? Back in 2015, the IBM Institute for Business Value conducted a market study that included the findings from over 1,800 CIO interviews ...
IoT is at the core or many Digital Transformation initiatives with the goal of re-inventing a company's business model. We all agree that collecting relevant IoT data will result in massive amounts of data needing to be stored. However, with the rapid development of IoT devices and ongoing business model transformation, we are not able to predict the volume and growth of IoT data. And with the lack of IoT history, traditional methods of IT and infrastructure planning based on the past do not app...
All organizations that did not originate this moment have a pre-existing culture as well as legacy technology and processes that can be more or less amenable to DevOps implementation. That organizational culture is influenced by the personalities and management styles of Executive Management, the wider culture in which the organization is situated, and the personalities of key team members at all levels of the organization. This culture and entrenched interests usually throw a wrench in the work...
Niagara Networks exhibited at the 19th International Cloud Expo, which took place at the Santa Clara Convention Center in Santa Clara, CA, in November 2016. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, introduced the technologies required for implementing these idea...
Why do your mobile transformations need to happen today? Mobile is the strategy that enterprise transformation centers on to drive customer engagement. In his general session at @ThingsExpo, Roger Woods, Director, Mobile Product & Strategy – Adobe Marketing Cloud, covered key IoT and mobile trends that are forcing mobile transformation, key components of a solid mobile strategy and explored how brands are effectively driving mobile change throughout the enterprise.
Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, represent...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...