©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Content Marketing Inst.
More than 1,100 North American marketers are spending 26 percent of their budget on content marketing projects, and 51 percent say they plan to increase their spend on content marketing over the next 12 months, according to Content Marketing Institute research.
Great, right? Not so fast.
IDC research indicates current marketing content such as white papers, webinars and videos are too lengthy and not as relevant to buyers as they could be. As a result, much of the content marketing investments are just not returning the dividends marketers expected.
Fortunately, making content more relevant is not that difficult. A few best practices can drive tangible results and a significant competitive advantage.