Why marketeers are still struggling to get content marketing results
As the table at the bottom of this post shows, despite widespread increases in content-marketing budgets, b-to-b marketers are still struggling to translate their content-marketing efforts into actual businesses results, according to a new study conducted by Forrester in conjunction with the Business Marketing Association and and the Online Marketing Institute.
Forrester VP Laura Ramos, who wrote the study, said: “Businesses doing a lot of things around content marketing, but they fully admit they don’t think it’s going that well.”‘
But they aren’t turning tail. In fact, as part of a separate b-to-b survey in Ad Age earlier late last year 75% of respondents said they would increase their content-marketing budgets in 2014.
“Some of the tools that we use — email marketing and marketing automation tools — give us a lot more power to reach out to customers, but we have to produce content to feed those tools and we’re not taking the steps to think about if this is the best content we can put out there,” said Ramos.
You can read the full piece here.
