For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this report is for you.
On one hand, content investment is on the rise. Seventy-three percent of organizations created more content in 2015 than they did in 2014, and 76 percent of B2B marketers and 77 percent of B2C marketers plan to create more content this year than last.
Yet roughly two-thirds of marketers create content without any documented strategy, and over half of both B2B and B2C marketers are not clear on what a successful content program looks like within their organization. They lack a clear sense of both content objectives and the metrics that signal success. As a result, it’s impossible for organizations to know whether their content has made any impact whatsoever, or to understand how to improve their content so that they can compete in the modern media landscape.
In this best practices report, we reveal why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise. A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Developed through research and case studies by Contently and analyst Rebecca Lieb, “Content Methodology: A Best Practices Report” explains:
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