Content Marketing Investment to Increase 76% in 2015
76% of marketers plan to increase their investment in content marketing in 2015, according to a recent study by Boston-based software company Curata. However, many organizations will find that it takes more than an increased budget to be successful.
The survey also revealed that the greatest challenges for marketers — who are using content as a part of their marketing strategy — are creating engaging content and developing efficient internal processes to produce and promote this content. Improvement in these areas will be driven by the use of content marketing metrics and technologies to identify which content and related tactics are most effective.
"The better marketers have started to take the steps needed for a data-driven content marketing approach to identify what is and isn't working," said Curata CMO Michael Gerard. "This insight is then being used as part of a more strategic content marketing practice for greater impact of content on the pipeline."
According to Curata's annual content marketing benchmark report, which surveyed over 600 marketing organizations, one key to success in 2015 will be establishing internal leadership and alignment. For example, 49% of companies have hired an executive who is directly responsible for an overall content marketing strategy, and this number will increase to 60% in 2016.
Leaders will create Center of Excellence (CoE) teams to manage and align key aspects of content marketing such as content strategy development, creation and curation best practices and shared service offerings with the goal of improving content quality.
Another key to success will be developing a more efficient content supply chain, including better leverage of content as well as existing and new applications. Only 22% of marketers have a specific process in place for the systematic reuse and repurposing of content. Applications will play a significant role in the advancement of content marketing, as 60% of companies will increase their investment in marketing technology during 2015.
The results of the full report with annotated insights from Curata are publicly available and accessible here: 2015 Content Marketing Tactics and Technology Planner.
Curata, Inc. is the leading provider of software that empowers marketers to scale a data-driven, content marketing supply chain to grow leads and revenue. Curata CMP (content marketing platform) and Curata CCS (content curation software) enable marketers, for the first time, to harness the power of content creation, curation and analytics to yield a predictable and more successful stream of content. Key components of Curata CMP include strategy, production (e.g., calendaring, workflow) and analytics, along with the option of adding the industry’s leading business grade content curation software, Curata CCS. Hundreds of companies already depend upon Curata to fuel their content marketing engine. Curata was founded in 2007 and is headquartered in Boston, Mass. Learn more at www.curata.com or follow us on Twitter @curata.