Content Marketing Is Big. Content Marketing Strategy? Not So Much.

The most common content marketing strategy these days seems to be shooting from the hip. But it does look like that’s changing.

Econsultancy is promoting its first-ever Content Marketing Survey Report, which it produced in association with Outbrain. It’s a good-sized study with around 1,300 respondents from the digital marketing industry, including brands, publishers and agencies.

Some major points:

  • 90% of those surveyed said that content marketing will become more important over the coming  year;
  • 75% agree with the statement that “content marketing is becoming its own discipline”;
  • Just 38% of in-house marketers say they have a formal content marketing strategy in place.

At the same time, however, 55% of those that don’t have a strategy yet say they’re working on one (see chart).Strategy

The top content marketing objectives reported in the study include “increased engagement,” “increasing traffic to site,” “raising brand awareness” and “increased sales.”

Given that list of mushy, vague, feel-good objectives it’s no surprise that most of these companies don’t have a content marketing strategy in place.

-Matthew McKenzie


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