Going with that “gut feel” still has a place in content marketing, particularly when it comes to experimenting with new ideas or content formats. In fact, as Todd Wheatland points out in this video, sometimes the best content is a mix of art and science, with “gut feel” contributing to truly unique content assets.
But when it comes to managing your marketing budget and delivering ROI, it’s important to remember the science piece of the content marketing puzzle. Especially when fighting for budget, you need real data and proven best practices to back up your decisions and recommendations.
With that in mind, below are three research reports you don’t want to miss, especially as you make the case for content marketing in your organization.
1. 2014 B2B Content Marketing Research
Facilitated by content marketing powerhouses the Content Marketing Institute and MarketingProfs, the recently released findings from the 2014 Benchmark Study is a go-to for B2B marketers. It speaks to new trends and proven strategies, and will help you craft expectations and goals for you content marketing initiatives.
2. Organizing for Content: Models to Incorporate Content Strategy and Content Marketing in the Enterprise
Conducted by Rebecca Lieb and the Altimeter Group, this brilliant research and report shares insightful, actionable information for enterprise-level organizations adopting content marketing strategies and processes into their organizations.
3. The SiriusDecisions Content Model
After reviewing the results of their research, SiriusDecisions estimates that 60-70% of B2B marketing content goes unused. Why? That percentage is largely made up of product-centric content that doesn’t speak to the needs and concerns facing buyers, and is ineffective during the sales and marketing process. So how do we battle this content challenge? SiriusDecisions lays out the best strategies for enterprise organizations to increase efficiency and reduce waste.
The report is free to download, and you’ll also receive a video of Erin Estep of SiriusDecisions explaining the research, her presentation on the subject, and additional research.
Did I miss any of your go-to reports? Share them in the comments below.