Over at Forrester Research, Vice President Laura Ramos recently talked to Advertising Age (“Marketers Still Struggling to Get Results from Content Marketing“) about what she perceives as a general lack of return from the investment so many companies are making in content marketing.
It’s a fair characterization to say that the state of today’s content marketing in B2B circles is a mixed bag. More specifically, there’s a great deal of bad content out there (especially on social media), and many companies who haven’t quite figured out yet how to best leverage the content they have.
Even then, the data from Forrester’s own study seem to indicate that the results from content marketing aren’t quite as downbeat as the Ad Age article would suggest (though I accept that bad news makes for more compelling reading.) For example, in answer to the question “During the past 12 months, how effectively have your content marketing efforts delivered business value?”
• 51% responded “somewhat effectively”
• 14% responded “very effectively”
That means just shy of two-thirds of survey respondents felt that content marketing is delivering business value. And more still, I would guess, probably feel that their content campaigns are “working” (generating response, engagement, sales leads) but perhaps aren’t yet convinced of bottom line value. That hardly seems consistent with the characterization of marketers “struggling” to get results. And that contrary view is reinforced, as Ad Age notes, by a separate survey showing that 75% of B2B marketers plan to increase their content marketing in 2014. It’s hard to imagine that such a clear majority of marketers would be increasing spend in an area where they weren’t seeing clear value. Read More