How is content marketing changing in 2019? What are the key trends you need to know for the next 12 months? Here are the most important stats to maintain a successful content marketing strategy.
A content marketing strategy needs to be frequently evaluated to ensure that it’s still relevant. As we’re heading towards the end of 2018, it’s a good time to review your work from the past 11 months to find out what worked better and what needs to be improved.
It’s easy to fall behind with all the emerging trends in technology. A good way to stay up-to-date is to follow CMI’s annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report.
It’s the ninth year that the Content Marketing Institute surveys content marketers across the world about the top trends that have to do with strategy, planning, tools, proficiency, and everything that can help you improve your content marketing ideas.
These are the top content marketing stats you need to know to keep your content marketing strategy up-to-date.
70% of B2B content marketers say their organization’s content marketing is much/somewhat more successful compared with one year ago
It’s interesting to see that more marketers see an increased success in their content marketing efforts. It’s an encouraging step that moves content marketing towards a more sophisticated and mature stage. As more marketers realize the potential of content marketing, more businesses will be convinced to increase their budget on content marketing campaigns. Thus, it is a very important step for marketers to see the benefits of content marketing so that they bring more team members on board.
Moreover, according to the report, 93% of the most successful B2B content marketers reported that their organisation is extremely/very committed to content marketing. The focus on the most successful B2B marketers in some of the stats makes a case of the best practices that more marketers should follow to improve their strategies. In this case, there seems to be a connection between the stronger commitment and the success in a content marketing strategy. Once marketers get the buy-in from the seniors, commitment and success can be easier.
39% of marketers have a documented content marketing strategy
A documented content marketing strategy allows you to be more organized and efficient in your marketing team and it tends to be a good indicator of your organisation’s maturity level in marketing. However, although more marketers realize the potential of content marketing, only 39% of them have an actual documented strategy.
It’s common to discuss your strategy and your objectives without finalizing them in a written form. This is not necessarily a wrong approach, but what we can learn from this report is that a documented strategy is more common among successful B2B marketers. In fact, 65% of the most successful content marketers have a documented strategy. Thus, the documentation of your strategy can be the first step towards an improved success in your content marketing efforts.
Half of the respondents expect their content marketing budget to increase over the next 12 months
There are many companies that have a solid content marketing budget over the past years but we should also keep in mind those who are just getting started. As content marketing evolves, there might be additional reasons to invest more time and money to your strategy.