In 2010, content marketing was more than a catchword. Most marketers were careful in their approach to the tactics their colleagues were using. Seven years from then, content marketing has unfolded many distinct areas like content strategy, creation, measurement, to name a few. Content marketing always gives you something new to learn. Let’s now focus on five insights which will drive your content marketing; the insights are based on the replies of 1,102 B2B marketers in North America.

1Devote Time to Content Marketing

Source: Content Marketing Institute

Unsuccessful B2B marketers specify the key reason for their failure is “not enough time devoted to content marketing.” Most of the B2B marketers have experienced stagnancy in success rate compared with last year. They were not able to devote proper time to content marketing; hence there is a decrease in their success in comparison to the previous year. What to learn from this insight Schedule your day so that you can devote time to content marketing. Be sure you have a strategy for content marketing before you do anything else. Set your budget, goals, and audience and create your content marketing strategy accordingly.

2Create a Strategy and Then Stick to It

Adjusting content marketing strategy and effective content creation appear to be most influential factors. At present content creation is no more a challenging issue for a company compared with past years. What to learn from this insight While some marketers are told to experiment and repeat to get better results, it is also important to take a look at the bigger picture such as strategy, people, and process. It is better to follow proven methods rather than tinkering with your strategy.

3Get Approval from Higher Management

Source: Content Marketing Institute

According to the stats, almost one out of four B2B marketers aren’t given ample time to get content marketing results. Fifty-two percent of respondents agree that their superiors provide them ample time to produce results. Twenty-four percent disagree and 24% neither agree nor disagree. What to learn from this insight Content marketers who are provided support by their team leaders feel authorized to try other things & take risks. If you are not given ample time to get results, consider this stat: 77% of the top performers have ample time to produce results. So, having enough time to generate results has a positive effect on content marketing.

4Content Marketing Performers Have Unique Characteristics

Top performers in content marketing are mature with their content marketing strategy. These elite performers are the performers who have characterized their organization’s content marketing approach as successful. What to learn from this insight Find out areas where the content marketers can do the things differently. Are you dedicated to content marketing? Do you bring content constantly? If you are unable to answer these questions, focus on these areas for improvement.

5Stay Committed to Your Program for Best Results

Ninety-one percent of B2B content marketing performers are committed to the content marketing. Those who show low level of commitment are from the organizations which are in young phases of content marketing. As an organization develops in content marketing, it becomes more loyal to the approach. What to learn from this insight Go all in or nothing with content marketing. There is a need to have a strong commitment in the young phases as it can take more than a year to see content marketing results. If you are having any more research insights to drive your content marketing, mention them in the comment section.

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