How Not to Fail at Content Marketing: Advice Backed by Research

shutterstock_187281707There’s no shortage of advice on the Web. Heck, you can Google just about anything from how to dress your cat to how to raise a chicken farm. At times, however, it can be hard to sift through all the noise to find real, applicable advice— especially when it comes to content marketing.

Let’s do a quick exercise. Open up a browser and navigate to your preferred search engine, then type in the phrase “how to be successful at content marketing.” How many search results did you get? Chances are you got around 6,240,000 results—or 6,240,000 different opinions.

It’s a lot to take in, I know. That’s why I’ve provided some tips and tricks—which are backed by new research from CMI’s new 2015 Benchmark Report—on how NOT to fail at content marketing:

1. Create a documented strategy: Having a documented content strategy that outlines your business goals, best practices, and procedures is critical for success. In fact, it’s a core element that separates effective content marketers from their less than effective peers. The proof is in the pudding, folks. According to CMI’s most recent research, 35 percent of marketers surveyed who have a documented strategy are more effective in all aspects of content marketing compared to those who have not—so start strategizing.

2. Keep content flowing: A whopping 70 percent of marketers from companies of all sizes are creating more content. When asked how often their organization publishes new content, 42 percent said either daily or multiple times a week. These numbers indicate that frequently publishing fresh content is a necessity— not just because everyone else is doing it, but because it helps drive traffic and engagement.   


3. Put together a dedicated team: Leaving your content marketing strategy in the hands of Steve-the-unqualified-marketing-guy is never a good idea. You need a dedicated content marketing champion or team that’s schooled in content creation and strategy to help guide your efforts. According to CMI, 69 percent of the most effective B2B marketers say having a dedicated group to oversee content marketing is incredibly important. Not sure whether to outsource your content needs? Read my two-cents on the topic here.

deicated group

4. Expand your tactics: Don’t be a one-trick pony; expand your horizons to include a number of different content marketing tactics. After all, your peers are using an average of 13 mediums to engage with consumers. Not surprisingly, the most popular tactic is social media with 92 percent of respondents claiming they use social more than any other tactic. LinkedIn was stated as both the most popular platform (with 94 percent of B2B marketers using it) and the most effective for content promotion.

5. Allocate more of your budget: Is there a correlation between effectiveness and the amount of budget allocate to content marketing? According to CMI research, the answer is yes. The most successful marketers allocate 37 percent of their budget, on average, to content marketing whereas the least effective allocate a mere 16 percent.


Now that you have some solid advice for content marketing success, start evaluating your current efforts and areas in which you can improve. For more in depth advice on how to launch a successful content marketing strategy, check out our whitepaper resources.

Editorial-Shoot-BrookeBefore she got bitten by the marketing bug, Brooke Neuman worked as a copy editor for Content Boost’s parent company, TMC. As a veteran Content Producer, Brooke draws on her leadership skills and writing expertise to help clients reach their marketing goals. She’s also the creative mind behind the Content Boost blog, featured articles and eNews platforms. When she’s not coming up with killer headlines, you can find her at the beach working on her tan, coaching lacrosse and enjoying her favorite pastime—shopping.  Brooke graduated from Endicott College—where she helped the Gulls win four-peat CCC Women’s Lacrosse Championships—with a degree in contemporary journalism.

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