Only a tiny fraction of marketers are confident that their content marketing reaches their niche audiences.
In recent years, content marketing has become an upside piece of marketing strategy. Marketers see it as a key solution to many of the problems their marketing actions are weighing on (such as consumers getting fed up with traditional ads) and a valuable opportunity. Investment in content marketing has been progressively increasing, although the practice is not completely perfect and the industry is not without problems.
But marketers encounter a particularly striking problem when it comes to the content issue: despite the potential of these formats, and despite the industry viewing them in such a positive light, they actually feel that they are not reaching the potential that should reach. As a study just pointed out, only a very low percentage of marketers believe that their content is reaching the most suitable audience.
That’s what a study by The CMO Council and NetLine just concluded. According to their data, only 12% of marketers believe that their content marketing is really reaching their key audiences. That is, only a very small part considers that its relevant content is connecting with the right audiences.
In content strategy, marketers work, although not in large numbers either. in parallel with other departments of the company. 21% of marketers acknowledge that their connection with the sales team is close, in order to create content that helps drive the programs that interest that department and to measure results.
All this is a problem. In the conclusions of the study, it is clearly stated that those responsible for marketing should consider how they do things and what role content plays in all of this. The content strategy must be centralized and customer-oriented, while needing extensive development time (they help prepare audiences).
Contents in times of the coronavirus
In addition, the role of content marketing will become even more crucial in these months, especially in the B2B market, as indicated by those responsible for the study and as MarketingDive collects. It will do so because, as fairs, meetings and congresses and other contact spaces with buyers are being canceled, they will become the patch to continue reaching these audiences and to continue connecting with them.
They will be, experts assume, what will become the way to create and shore up demand and the way to connect with the potential market.
Likewise, the very changes that the industry is taking to protect its employees, such as moving work to the home and relying on video and telework tools, open the door to content.
The key to the content
But, returning to content in general and to the problems marketers assume they are having in reaching their niche audiences, it should be added, regardless of what the study indicates, that companies need to work on their content just as they do with the rest of your marketing strategy. That is, if they want to ensure that their content reaches their most interested and most important audiences, they must clearly outline what they offer and how they do it.
When they are launching content through their own channels, they must empower those that will connect with their niche market. When they use the media as intermediaries, they should not be carried away by factors other than those that indicate that their consumers are in that scenario.