A recent post on the Content Marketing Institute site highlights the fact that businesses expanding their content marketing efforts should consider working with partners that offer both strategies and manpower.
When asked whether marketers should hire agencies or consultants for content marketing, the experts generally agreed that people often regard agencies as sources of “manpower,” providing writers to fuel content engines. Consultants, on the other hand, are often associated with offering insights on content marketing strategies. What many businesses need, the CMI respondents agreed, is both strategy and high-quality content providers.
Indeed, their answers speak to the results of a HiveFire survey covered by Brafton earlier this year. Emphasizing the need for consultancy, marketers say they struggle to find ways to fit content into their overall marketing strategies, and one-third say they have trouble measuring the efficacy of content marketing. At the same time, nearly three-quarters of marketers say they struggle with creating original content and finding the time to do so – making clear that finding good writers is also essential to content marketing campaigns.
The CMI respondents repeatedly attest to the fact that consultancy and content execution are key to effective content marketing. Marketers may be well-advised to work with institutions that provide both strategical guidance and custom content.
They might also want to get started on their content marketing plans sooner rather than later to maintain competitive edges. Brafton has reported that content marketing is poised to take up a larger share of budgets this year, with nearly half of B2B and B2C companies increasing their investment in site and social content.