Abridged from a post on the Junta 42 blog with the author’s permission.
King Fish Media recently conducted a highly informative survey of 189 marketing professionals, with help from Hubspot, Upshot, and Junta42. If you’re in the publications department of an organization that hasn’t yet jumped on the content marketing bus, try showing your executive team some of these highlights:
- 18 times as many marketers believe content marketing is more effective in determining ROI than traditional advertising (74 percent) than believe the opposite (4 percent). This makes more sense when you look further at their marketing objectives. Most are relying heavily on lead generation, and content drives lead generation programs.
- It’s not surprising, then, that 70 percent of marketers have increased their spending on content marketing over the last three years.
- 93 percent of marketing professionals already create content marketing or plan to do so as part of their overall programs in the next year.
- Almost 67 percent of marketers believe that the content they produce can have the same or more value than traditional marketing. Eight out of 10 believe they can create content as engaging as the messages of traditional media companies.
In the past these marketers have spent their content marketing dollars on e-mail marketing, corporate Websites, and social media. In the coming year, though, most of them plan to spend on social media, online video, podcasts, white papers, and e-books.
There are a lot more stats to be found in the complete study, which can be downloaded as an e-book report here (name and email required for download).
Joe Pulizzi is founder of Junta42, the go-to site for content marketing and custom publishing. You can read more about Joe at his blog or check out his book, Get Content. Get Customers.
