Content marketing without a documented strategy is doomed to fail: Survey

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A documented strategy is a must if you want to be successful with content marketing.

That’s the conclusion of the first-ever Milwaukee Area B2B Content Marketing survey, conducted by Cultivate. The majority of the marketing managers who responded to this new survey (68%) don’t have one and that limits their ability to be effective with content marketing:

B2B marketers in southeastern Wisconsin are still in the “early adopter” phase of content marketing, based on their responses to a question about their effectiveness with this fast-growing marketing practice: Only 12% rated themselves as “very effective.” Another 65% of respondents believe they’re only “somewhat effective” at it, while 23% classified themselves as “somewhat ineffective” or “very ineffective.”

Content measurement is the number-one challenge that Milwaukee-area content marketers face, according to nearly half (49%) of the respondents. Their number two challenge is producing content consistently (47%). This isn’t surprising. To gain the attention of a target audience and build trust with it, marketers must consistently create and publish valuable content over a long period of time.

Other content marketing challenges cited by survey respondents include producing engaging content, measuring the ROI of content and a lack of a clear content marketing strategy.

The survey also explores what’s behind marketers’ motivations to allocate funds to content marketing and the percentage of their budget they allocate to it.

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