A new survey from content marketing provider Skyword found that nearly half of the respondents polled have a formal content marketing strategy, but only 25 percent are measuring the results of their social media content marketing efforts. Conducted by Unisphere Research, the survey included 217 participants from the readership base of CRM Magazine and EContent Magazine, reflecting a variety of industries and business sizes.
The survey covered a number of content marketing trends, focusing on how organizations produce and distribute content. According to the findings, the number one reason marketers are implementing content marketing initiatives is to engage customers and prospects, with 68 percent of respondents claiming it is their primary goal.
While 46 percent of the survey participants report their organizations have formal content marketing strategies, 37 percent claim they are working on developing content marketing programs.
For the organizations leveraging content marketing programs, 48 percent say their efforts are resulting in engagement with customers and prospects, and 41 percent are seeing an increase in brand awareness.