The secret to content marketing success: document a strategy and adhere to it.
Two critical factors differentiate great content marketers from the rest: having a documented content marketing strategy, and following it very closely, according to the findings of the fifth annual content marketing study by MarketingProfs and the Content Marketing Institute.
Just 35% of content marketers have a documented content marketing strategy, although 48% say they have one but it's not documented, the B2B Content Marketing: 2015 Benchmarks, Budgets and Trends—North America study found.
Content marketers who have a documented strategy are eight times more likely (60% vs. 7%) to rate themselves as being effective content marketers vs. those who have no strategy, written or otherwise.
The No. 1 initiative that B2B marketers are working on now is "creating engaging content," the survey also found. That has been a persistent challenge, regularly cited by respondents in the past five years.