A strategic – and at least planned – approach to content marketing improves content marketing efficiency and ROI. While this might sound obvious, the lack of a more or less formal content marketing strategy always ranks the top challenges in most content marketing research. In fact, lack of customer-centric strategy and integration ranks high in the top challenges of lots of marketing and business processes.
At Content Marketing World 2013 in the US, research by the Content Marketing Institute showed over 50% of marketers don’t have a documented strategy. And it impacts effectiveness. The strategy issue is a universal one. Marketing research in Belgium, where the Content Marketing Conference Europe takes place, showed that Belgian marketers believe that no company can grow without an elaborated content marketing strategy. [Read more…]