June 27, 2014
According to the Content Marketing Institute, 91% of B2B marketers use content marketing. That's a big number.
When I heard this last year, I had two reactions:
- No kidding. Isn't that marketing's job? To produce content? From advertising, to email, whitepapers, videos, blog posts, case studies, brochures . . . it's what marketing does, right? I'm surprised the result wasn't 100%. (I wonder what those 9% were doing instead?)
- Hmm . . . sounds like a bad joke I used to tell about enterprise portals . . . except now it goes something like, "How is content marketing like teenage sex . . . ?" (You can look it up . . . )
More interestingly, only 36% of those surveyed identified their content marketing as "effective" or "very effective" — down from the 40% in the prior survey!
So if virtually everyone is practicing content marketing, is there a way to determine the impact all this activity has on business results — beyond asking marketers what they're doing and whether or not they find it effective?
Teaming up with the Business Marketing Association (BMA) and the Online Marketing Institute (OMI), Forrester is identifying the capabilities required — and the gaps that exist — when marketers develop content in the effort to better engage buyers and distribute it to create relationships.
Working with my Forrester colleagues Tracy Stokes and Ryan Skinner, we identified five dimensions you should investigate when determining how well your content marketing is working. This assessment (subscription required) helps marketing leadership take stock of your firm's content marketing strategy, processes, and capabilities and evaluate how well your teams: