Only 30% of Content Marketers Feel They Are Effective

Effective content marketers have these four things in common.

Think your content marketing could be better? You are not alone. Only 30% of content marketers feel they are effective, and, according to a recent survey, 55% of B2B marketers say they do not actually know what an effective or successful content marketing program looks like.

In fact, some of the key findings from the report, B2B Content Marketing 2016: Benchmarks, Budgets, and Trends – North America, may surprise you.

Recognizing success

First, the team must understand what they are striving for:

Only 44% of B2B marketers say their organization is clear on what content marketing success or effectiveness looks like; 55% are uncertain. For success, everyone must understand what to look for.
Only 32% of B2B marketers consider themselves sophisticated or mature in their skill-level. Sixty-four percent of those in the sophisticated/mature phase say they are effective at content marketing, while only 23% in the less-experienced adolescent phase express confidence. But, when strategies are documented, it appears to increase the confidence and success at every skill level.

What makes a team more effective at content marketing?

One key theme that emerged from the survey is that effective content marketers do these four things.

1) They know what effective content marketing looks like.

Effectiveness can be defined as meeting your overall goals and objectives — but in order to do so, those goals must be clear. B2B organizations that have a clear vision of content marketing success are more effective than those that do not. In fact, 79% of the most effective marketers report having that clarity, while 77% of the least effective say they lack it.

2) They have continuous communication.

The most effective B2B marketers (61%) meet daily or weekly with their content marketing team — either virtually or in person. Fifty-four percent say team meetings are valuable.

3) They document their content marketing strategy.

Documenting your content strategies can directly improve a marketer’s overall effectiveness. Fewer B2B marketers are doing this (32% in 2016 vs. 35% last year), even though research supports that a documented strategy can significantly improve results.

4) They document their editorial mission/long-term goals.

Research found that 48% of the most effective content marketers also have a documented editorial mission statement. This statement clearly defines who your audience is and why your content will be effective — it defines your brand. You should also document any long-term goals, like lead generation and sales, for example, will be the most important for most B2B content marketers over the next 12 months.

Having clear communication, documented goals, and defined strategies will provide direction, which can be the guiding light to effective content marketing. Implement these proven steps to better focus your team and to make effective content marketing clear and recognizable.

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Tags: B2B marketing, content strategy

About author Kate Lee

Kate has close to 20 years of experience working with a range of clients from senior executives at Fortune 100 companies to academics to refugees. She has worked both domestically and internationally. With experience in content development, business intelligence, demand generation, qualitative and quantitative research, social media, and forging strategic partnerships, Kate is recognized as an industry leader.