4 things large companies do right with content marketing

How do B2B companies with 1,000-plus employees, so-called enterprise marketers, approach content marketing?

The Content Marketing Institute (CMI) recently released the findings of its annual B2B Enterprise Content Marketing 2016: Benchmarks, Budgets and Trends-North America report, sponsored by Marketo. This report shows just that.

While overall content marketing effectiveness is down for enterprise marketers (22% this year versus 28% last year) — as it was for all the segments CMI studied this year — there are four things the institute found effective enterprise marketers are doing right. Those who rate their company as “most effective” at content marketing reported the following:

• They are on the same page—in their company, it is clear what content marketing success looks like (64% said they were clear what a successful content marketing program looks like)
• They communicate—they meet frequently to discuss their content marketing initiatives and extract value from those meetings (58% said they meet daily or weekly to discuss progress/results)
• They have a map—a documented content marketing strategy is in place (75% have a documented content marketing strategy)
• They invest—the percentage of total marketing budget they allocate to content marketing is greater than it was last year (they spend 36% of their total marketing budget on content marketing – up from 31% last year)

“There are a lot of things that enterprise marketers are getting right,” explains Joe Pulizzi, founder, Content Marketing Institute and author of Content Inc. “But, there is so much potential for enterprises with the approach of content marketing. It’s time that we start looking at this approach as critical to the organization and treating it that way, instead of something we do on the side. The numbers, as we see them above, still make it clear that content marketing has not risen to the top of the charts – yet.”

A growing number of these large companies or organizations have turned to press release newswires like PR NewsChannel for content marketing.

“We have companies large and small who create their content either one at a time or by choosing our new unlimited online distribution option,” says Dave McCarthy from PR NewsChannel. “It’s relatively easy and completely affordable to pump your content online!”

For more information on Unlimited Press Release Distribution from PR NewsChannel, please visit https://prnewschannel.com/unlimited-online-press-release-distribution/.

To view all CMI research visit http://contentmarketinginstitute.com/research/.