Do marketers consider their content strategies more successful or less successful than the strategies of their competitors?
To find out, Ascend2 surveyed 219 US content marketers: 69% of respondents work for B2B companies; 16%, B2C companies; and 15%, hybrid B2B-B2C companies.
Half of the marketers surveyed say their content strategy is somewhat successful (above average) compared with the strategies of their competitors.
Some 16% say it is very successful (best-in-class), 29% say somewhat unsuccessful (below average), and 5% say very unsuccessful (worst-in-class).
Some 54% of respondents say the effectiveness of their company's content strategy is increasing marginally over time, and 35% say it is increasing significantly.
Nearly half (48%) of respondents say a lack of an effective content strategy is one of the biggest barriers to achieving their marketing goals.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji