With more and more companies placing a priority on content marketing, the need for meaningful strategy implementation has never been more important. In the findings of a survey put forth by Ascend2, a research group that provides marketing data to professionals, the consensus is that lead generation and better customer engagement are directly linked to a content marketing strategy.
Overall, 81% of companies surveyed consider their content marketing successful, but found it to be time-consuming for those in-house, especially for the variety of content production needed to stay competitive. Most of the companies in the study – seventy-eight percent – outsource all or part of their content, and the biggest reasons for that were the need for an outside skillset. In addition, the study showed that no formal strategy, or a general lack of resources to implement one at all, was a barrier for some.
Making decisions on how to approach content marketing relies on a realistic assessments of in-house capabilities. Even though some forms of content can be created with relative ease, others require a significant amount of resources, planning, and time. Hero Digital helps companies to assess their needs and create a strategy, and then, perhaps more importantly, measure the impact of that strategy and content, and fine-tune it to driver better and better results over time. Ascend2 called a lack of strategy and implementation plan the “top obstacle to content marketing success” and we agree, although we’d add that a large number of content marketing strategies fail because they end at the initial implementation and fail to allot time and resources to measuring and optimizing the strategy.
If you’re looking to create more success for your marketing team, check out our content strategy services.