Brand Marketing

The latest benchmarking report from Axonn makes for interesting reading, as it clearly concludes that for many businesses, content marketing continues to be a hard nut to crack.

Indeed, despite the fact that marketers with a documented strategy are 36% more effective at content marketing, 67% of marketers still don’t have their strategy written down.

Other marked conclusions include: 58% of marketers believe the effectiveness of their use of content marketing is neutral, not very effective, or not at all effective; 51% of marketers have a content strategy and admit to not documenting it; 60% of marketers rate their ROI as neutral or unsuccessful and 51% of marketers say they are challenged by the task of producing engaging content.

Content marketers continue to evolve how they create and publish their messages. All too often content isn’t created by professionals that understand the dynamics of a particular media. Video may be king of content at the moment, but corporations must ask themselves how skilled they actually are when it comes to creating engaging video content. Developing sharable content of any form is an art that may marketers have yet to fully understand.