Why do companies invest in content marketing strategies? This is a question that CopyPress wanted to answer in its annual State of Content Marketing survey. CopyPress interviewed more than 300 agencies, in-house marketers, and freelance creatives to learn why people are invested in this field and how they hope it will change over the next few years. If you don’t know where you’re going, how will you get there? Check out the infographic below and read the white paper to find out what CopyPress learned.
The first thing CopyPress asked content marketers is how effective they thought their content efforts were. Almost 40 percent of respondents said their content efforts weren’t very effective at all. If their content efforts haven’t been effective, why do they keep investing in this form of marketing and what are their overall goals? Forty-three percent said their goal was to increase sales and revenue, 13 percent said they wanted to build loyalty, and 35 percent said they wanted to increase visibility in search rankings.
It’s entirely possible that content marketers are setting out with bottom-funnel goals, or aims to drive conversions and acquire clients while creating top-of-funnel content. Content has multiple purposes, from entertaining to informing, and pairing the wrong content type with certain goals won’t drive results. This theory becomes more viable when you see that 26 percent of companies spent less than $5,000 on content marketing throughout the year, limiting how much they could earn from this advertising tool. Keep reading to learn more about how content marketers view the industry and how it’s changing.