A report from the Content Marketing Institute and Marketing Profs found that 90 percent of non-media companies produce some form of content. It’s clear that businesses are increasingly using content marketing to attract inbound leads, but some need assistance to maximize their content ROI.
The study found that there are some common problems businesses are experiencing in terms of creating content and developing sustainable strategies. Forty-one percent of respondents say they are concerned about creating the kind of content most likely to generate leads.
Meanwhile, 20 percent say they do not know if they can develop enough content, and 18 percent expressed potential financial issues.
According to the study, the most critical elements of a content marketing plan – that can which can help overcome many of cited challenges – are clear definitions of the goals of the project, whose responsibility it is and when content should be published.
Internally, businesses may struggle to produce content and keep up with their ideal schedule and may benefit from working with agencies. Brafton reported last month that 43 percent of businesses plan to outsource 25 percent of their marketing budgets.