We have compiled a list of the top 5 content and digital marketing reports from 2014/15. We hope they offer you further insights into the tactics and thoughts of other businesses and organisations.
If you haven’t already read our 2015 survey, then please download it here: Elite Writers – Content Marketing Insights Survey 2015
Having read more than our fair share of reports and survey related to content marketing and digital marketing we could probably sum up the findings in the following 3 bullet points:
- ROI is the focus for businesses and marketing professionals. However, only 28% are successfully measuring the return on investment of their content marketing programs. In the B2C sector, just 23% of marketers believe they are successful at measuring the ROI of their content marketing programs, and incredibly almost 21% do not track the ROI of their campaigns at all.
- Lead generation and nurturing are the top priority, although some reports indicate consumer engagement is beginning to take pole position. This may be due to the concept of content marketing maturing in people’s minds and the realisation that just creating content alone isn’t content marketing. This is confirmed by the Content Marketing Institute who discovered in a recent poll that the number of marketers that use content marketing has dropped from 93% in 2014 to just 86% in 2015. Although people thought they were “content marketing” they now realise that it is a strategy that aligns itself with consumer engagement and not just for winning a few leads.
- People have to up their game to win online. The quality of content that most companies deliver has been shocking and the days of throwing up content to be used as search engine fodder have long gone. Not only are consumers more savvy and want newspaper quality content, but Google is becoming more advanced and able to spot shoddy work. To gain top positions in the search engines content has to be 2,000 words or more (yes, really) and it has to engane, informa nd entertain your reader otherwise they will click over to your competitors and never come back.
Content Marketing Institute
Engagement and Leads Take Centre Stage
UK marketers have become much more goal-focused over the last year. They also rate themselves as slightly more effective at content marketing when compared with the North American and Australian marketers we reported on earlier this year. Those are just a couple of the key findings we present in CMI’s third annual Trends report, produced in partnership with the UK Direct Marketing Association (DMA) and sponsored by Axonn Media. The report shows how UK for-profit marketers (both B2B and B2C) approach content marketing as compared to last year.
Adobe & Advertising Week
In conjunction with Advertising Week Adobe released some striking research about how marketers are feeling about the digital world. The study, Digital Distress: What Keeps Marketers Up at Night?, reveals insights about how 1,000 U.S. marketers feel they’re doing – as individuals, in their companies and relative to their industry peers.
For instance, only 40% of marketers think their company’s marketing is effective and 76% of marketers believe measurement is important vs. 29% who believe they are doing it well.
Digital disruption is here and CMOs know it, but it’s time to do more
Based on the Accenture Interactive 2014 CMO Insights Survey, CMOs are selling themselves short. The question isn’t whether CMOs can effectively take advantage of digital channels – they are proving they can – but whether they can be more visible change agents for digital transformation across the organization.
As every business becomes a digital business, C-suite executives will need to collaborate to drive successful digital transformation. No CMO wants to be left on the sidelines.
Oracle Eloqua and LookBookHQ
What are modern marketers doing in the way of content marketing in 2014?
How much content are modern marketers producing and for what purposes? What metrics are they recording and how are they measuring content marketing effectiveness? How are they using other people’s content? What trends are influencing their content marketing?
This free report from LookBookHQ and Oracle Eloqua has the answers to these content marketing questions and more. It contains the responses from over 200 modern marketers from across the Eloqua community and is required reading for anyone looking to understand content marketing in 2014.
There is a great infographic for this report here: The State of Content Marketing Infographic
The Role of Technology in the New Normal Market
Digital Megatrends 2015 examines how key economic and technology megatrends are reshaping market conditions, corporate strategies, and business models around the world and across industries. The programme outlines what the key digital megatrends—mobility, analytics, cloud computing, and social media—will mean for businesses in a range of industries and across the globe.