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Content Marketing Elevates Go to Market Execution

Content-Marketing-Elevates-go-to-Market-Execution-Content-Marketing-Budget-Growth

Designed, developed and executed properly, Content Marketing Elevates Go to Market Execution.

The Content Marketing Institute completed a study on content marketing and the key highlights are summarized below for B2B sales and marketer’s to embrace to build meaningful and relevant content for those involved in the purchase process.

Content Marketing Elevates Go to Market Execution – Content Marketing Strategy

Proportion of Enterprise Marketers With a Content Marketing Strategy

  • Yes, and it is documented  36%
  • YEs, but it is not documented  36%
  • No, but plan to within 12 months  22%
  • No and there are no plans to do so within the next 12 months  6%

36% of enterprise content marketers say their organization has a documented content marketing strategy

Content Marketing Elevates Go to Market Execution – Content Marketing Strategy Benefits

Benefits of a Documented Enterprise Content Marketing Strategy

  • Aligns team around common mission/goals   78%
  • Makes it easier to determine which types of content to develop  71%
  • Keeps team focused on documented priorities 66%
  • Creates accountability  63%
  • Provides clarity on targeted audience(s)  59%
  • Helps team allocate resources to optimize desired results  55%
  • Makes it easier to identify which metrics to focus on  49%
  • Yields more accurate budgetary information  19%

Enterprise content marketers say the top benefits of a documented content marketing strategy are that it aligns the team around a common mission/goals and makes it easier to determine which types of content to develop

Content Marketing Elevates Go to Market Execution – Content Marketing Technology Use & Proficiency

Enterprise Marketers’ Proficiency With Use of Content Marketing Technology

EXPERT  4%

Content marketing technology is integrated across the organization, experiencing the benefits

ADVANCED  20%

Finding success, yet challenged with integrating content  marketing technology across the organization

INTERMEDIATE  38%

Becoming more consistent with the use of content marketing technology, seeing early success

NOVICE  29%

Growing in use of content marketing technology, but not using it consistently

BEGINNER  7%

Just started using one or more content marketing technologies

UNSURE  2%

38% of enterprise content marketers describe their organization’s proficiency with the use of content marketing technology as intermediate; another 30% describe it as novice


The Buyers B2B Marketers Need to Target


Content Marketing Elevates Go to Market Execution – Content Marketing Technologies

Types of Technologies Enterprise Marketers Use to Assist With the Management of Content Marketing Efforts

  • Social Media Publishing/Analytics  83%
  • Email Marketing Software  81%
  • Analytics Tools  66%
  • Content Management System (CMS)  56%
  • Workflow/Project Management/Editorial Calendaring  55%
  • Marketing Automation System (MAS)  53%
  • Content Creation/Optimization  41%
  • Content Syndication/Promotional Tools  27%
  • Integrated Content Marketing Platform (CMP)  12%
  • Artificial Intelligence (AI)  6%
  • Chatbots  6%

The top two technologies enterprise content marketers use to assist with managing their content marketing efforts are social media publishing/analytics and email marketing software

Content Marketing Elevates Go to Market Execution – Content Marketing Goals

Goals Enterprise Marketers Have Achieved by Using Content Marketing Successfully in Last 12 Months

  • Create brand awareness  79%
  • Educate audience(s)  70%
  • Generate demand/leads  63%
  • Build credibility/trust  62%
  • Nurture subscribers/audience/leads  58%
  • Drive attendance to one or more in-person events  53%
  • Build loyalty with existing clients/customers  53%
  • Support the launch of a new product  49%
  • Generate sales/revenue  39%
  • Build a subscribed audience  37%

79% of enterprise content marketers report their organization has used content marketing successfully over the last 12 months to create brand awareness

Content Marketing Elevates Go to Market Execution – Content Marketing Metrics

Proportion of Enterprise Marketers That Measure Content Marketing ROI

  • Yes  45%
  • No  40%
  • Unsure  15%

45% of enterprise content marketers report their organization measures content marketing ROI

Content Marketing Elevates Go to Market Execution – Content Marketer’s Proficiency With Technology

How Enterprise Content Marketers Rate Their Proficiency With Using Selected Metrics

  • Extremely/Very Proficient  22%
  • Somewhat Proficient  41%
  • Not Very/Not At All Proficient  34%
  • Unsure  3%

22% of enterprise content marketers say their teams are extremely/very proficient with using the metrics they’ve selected to monitor content marketing success

Content Marketing Elevates Go to Market Execution – Budgets & Spending

Areas Where Enterprise Marketers Increased Content Marketing Spending in the Last 12 Months

  • Content Creation  54%
  • Content Marketing Staff  33%
  • Paid Content Distribution  33%
  • Content Marketing Technology  32%
  • Content Marketing Outsourcing  22%
  • Unsure  14%

Enterprise content marketers say their organization increased spending on content creation more so than other areas of content marketing in the last 12 months

Content Marketing Elevates Go to Market Execution – Content Marketing Budgets & Spending

Enterprise Marketers’ Expected Change in 2019 Content Marketing Budget Compared With 2018

  • 34% expect a budget increase of  1% to 9%
  • 13% expect a budget increase of more than 9%
  • 35% expect their budget to stay the same
  • 6% expect a budget decrease of 1% to 9%
  • 1% expect a budget decrease of more than 9%
  • 11% are unsure what will happen tot he content budget

47% of enterprise marketers expected their content marketing budget to increase in 2019

Content Marketing Elevates Go to Market Execution -Content Creation

Concepts Enterprise Marketers Take Into Account While Creating Content for Their Organization

Prioritize the audience’s informational needs over our sales/promotional messages

  • Always/Frequently  50%
  • Sometimes  31%
  • Rarely/Never  10%

Prioritize delivering the right content to the right audience(s) at optimal times

  • Always/Frequently  59%
  • Sometimes  37%
  • Rarely/Never  13%

Content-Marketing-Elevates-go-to-Market-Execution-Drivers-of-Relevant-ContentCraft content based on specific points/stages of the buyer’s journey

  • Always/Frequently  46%
  • Sometimes  33%
  • Rarely/Never  21%

Use storytelling in our content

  • Always/Frequently  44%
  • Sometimes  36%
  • Rarely/Never  20%

Incorporate interactive features into our content

  • Always/Frequently  27%
  • Sometimes  39%
  • Rarely/Never  34%

Partner with others on content marketing initiatives to tap into their audience(s) to expand our reach

  • Always/Frequently 24%
  • Sometimes  42%
  • Rarely/Never  34%

59% of enterprise content marketers say they always/frequently prioritize the audience’s informational needs over their organization’s sales/promotional message

Content Marketing Elevates Go to Market Execution – Content Distribution

How Enterprise Marketers Who Use Various Content Types/Formats Changed Frequency Compared With One Year Ago

  • Audio/Visual Content (e.g., videos, live streaming, webinars)
  • Increased 65%
  • Remained the Same 30%
  • Decreased 5%

Written Digital Content (e.g., articles, blogs, ebooks)

  • Increased 59%
  • Remained the Same 38%
  • Decreased 3%

Images (e.g., infographics, photos, charts, GIFs)

  • Increased 56%
  • Remained the Same 38%
  • Decreased 6%

Audio-only Digital Content (e.g., podcasts, audiobooks)

  • Increased 41%
  • Remained the Same 53%
  • Decreased 6%

In-Person Content (e.g., events, presentations, workshops)

  • Increased 32%
  • Remained the Same 62%
  • Decreased 6%

Written Print Content (e.g., magazines, books, brochures)

  • Increased 25%
  • Remained the Same 56%
  • Decreased 19%

The majority of enterprise content marketers say their organization increased its use of audio/ visual content, written digital content, and images compared with one year ago

Content Marketing Elevates Go to Market Execution – Content Marketing Issues & Challenges

Top 5 Content Marketing Issues That Were Important to Enterprise Organizations in 2018

  • Changes to SEO/search algorithms  48%
  • Data privacy/regulations  38%
  • Changes to social media algorithms  36%
  • Staffing/human resources  34%
  • Content marketing as a revenue center  32%

Enterprise marketers say changes to SEO/search algorithms is a top content marketing issue of importance to their organization

Unique Challenges Enterprise Content Marketers Face

  • Coordinating content marketing efforts among multiple departments and brands  74%
  • Too many departmental silos  60%
  • Technology integration (e.g., marketing automation, CRM systems)  50%
  • Ability to be agile when change is needed  49%
  • Consistency with messaging  45%
  • Ongoing need to “sell the benefits” of content marketing throughout the enterprise  36%
  • Corporate content marketing directives inappropriate for brand audience  35%
  • Translation and localization issues 31%
  • Government regulations 17%

Three out of four (74%) enterprise content marketers report their organization is challenged with coordinating content marketing efforts among multiple departments and brands


Additional Go to Market Resources From Four Quadrant

Content Marketing Planning Model >>

Content Marketing Planning Template >>

Marketing Charts >>

IT Spending Research & Surveys >>

B2B Buyer Personas >>


Go to Market Planning Examples

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