Over the past year I’ve seen quite a bit of coverage devoted to Content Marketing. Many people I’ve spoken with and articles that I’ve read highlight the importance of having a content distribution machine in place to deliver content to the masses. However, the reality is that while many companies talk a good game, most don’t have a content strategy in place and many don’t follow up on the plans they do implement.
According to research conducted by the Content Marketing Institute, 55 percent of B2B marketers say their organization is unclear on what content marketing success or effectiveness looks like. The same report indicates that only 44 percent of B2B marketers meet daily or weekly to discuss the progress of their content marketing program. The bottom line is that while many companies continue to crank out content to share with their customers and prospects, many don’t have a plan in place designed to ensure success.
One of the companies we work with, e-Spirit, just recently had an article published in CMSWire that our team wrote and placed in the publication that focuses on the importance of having a content marketing strategy in place. In addition, the article highlights the importance of being able to deliver the right content to the right person at the right time.
Does your company have a defined content marketing strategy in place? More importantly, does your company regularly check to see if it’s following that strategy?