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The State of Content Marketing 2014

ORACLE I eloqua. AND HLOOKBOOKHQ PRESENT THE STATE OF CONTENT MARKETING CONTENT MARKETING-EVERY MARKETER TALKS ABOUT IT, AND MORE COMPANIES ARE DOING IT. BUTWHAT EX- ACTLY ARE THEY DOING? AND HOW EFFECTIVE ARE THEIR STRATEGIES? HERE'S A LOOK ATTHE CURRENT STATE OF THE ART, BASED ON 205 SURVEY RESPONSES FROM ELOQUA'S MODERN MARKETING COMMUNITY. CONTENT ROLL CALL Companies are moving their own marketing mountains, with the vast majority (93%) producing content in-house! THE CONTENT CALENDAR BLOGROLL of companies are producing 29% multiple assets per week, of marketers are 33% blogging two to five times per month WHILE 54% are producing a content asset (excluding blog posts) ... WHILE every 2 weeks or less 17% don't blog at all WHO'S DOWN WITH OPC?! (OTHER PEOPLE'S CONTENT) GET MORE BANG FOR YOUR CONTENT BUCK On the other hand.. 56% share third-party content on social media 41% write blog posts about third-party content Nearly 60% 38% include third-party content links in email campaigns 16% of companies say it's their policy NOT to share third-party content of marketers re-purpose content 2-5 times, with over half turning assets into snackable content THE LEARNING CURVE Content marketers are learning! Nearly half (49%) of marketers say they are learning how to align content with the buyer's journey and plan to execute on that strategy within the next six months. EXTRACTING INSIGHT QUALITY TIME Many modern marketers 220% understand how to align content but lack a clear measurement strategy track metrics like number of hits, downloads, and WHILE unique visitors state they don't have the tools 23% to measure effectiveness But only '37% are tracking true measures Only 12% say they are sophisticated in content alignment and of engagement like time spent with content measurement Only 51% of companies are THE CHALLENGES OF CONTENT egulariy producing content for sales enablement OVERCOMING OBSTACLES What do companies think are the biggest hurdles to effective content marketing? ..:::. 24% 23% 16% Creating enough Creating enough Getting target audiences to engage with content targeted content content Here are the trends influencing Eloqua's community of modern marketers. Are they influencing you? KEY TRENDS 54% 59% 46% 58% Sharing useful content (whether yours or Delivering real time content, based on behavioral patterns Using progressive profiling Making content visual and engaging someone else's) SOURCE Based on survey data from Eloqua's Modern Marketing community. http://lbhq.it/eloqua_content_marketing_survey_2014 88 LOOKBOOK HQ ORACLE' | eloqua.

The State of Content Marketing 2014

shared by Ariela on Feb 19
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Content marketing - every marketer talks about it and more companies are doing it, but what exactly are they doing?

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