Firms ‘still failing at content marketing’- Forrester

22/07/2014

Over half (51%) of marketers find their content marketing strategies only somewhat effective, according to a new survey.

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The study, conducted by Forrester in conjunction with the Business Marketing Association and the Online Marketing Institute, also indicates that only 14% of marketers interviewed rate their strategy as very effective.

At the same time, 75% of marketers are increasing their content marketing budgets, meaning that they see the value in the strategy, but aren't leveraging it as effectively as they would like.

Despite widespread increases in content-marketing budgets, business-to-business (B2B) marketers are still struggling to translate their content-marketing efforts into actual businesses results.

Forrester VP Laura Ramos, who wrote the study, said: “Businesses doing a lot of things around content marketing, but they fully admit they don’t think it’s going that well.”‘

“Some of the tools that we use — email marketing and marketing automation tools — give us a lot more power to reach out to customers, but we have to produce content to feed those tools and we’re not taking the steps to think about if this is the best content we can put out there,” said Ramos.

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