The annual Content Fitness Report, released this week by PAN Communications, delivers insight-rich data on the “health” of a group of top marketers across B2B and B2C industries.
The results of the study indicate that while many felt like their marketing programs are being challenged by the demands of today’s empowered consumer, only 72% believed their content is in line with the interests of their customers. Furthermore, nearly 30% of marketers today are not using customer insights and behavior to deliver “smart” content in an omnichannel world.
PAN set out to test the fitness of these top marketers and determine the good, the bad, and the ugly in regard to their content approaches. Here are five key takeaways from the 2015 Content Fitness Report to consider as you build your next content campaign:
1. Mobile is everywhere, but the content is not. Marketers looking for a real omnichannel experience with their audience’s personas worry about this engagement the most.
2. The majority of content marketers are struggling with the right approach in a multichannel marketing strategy.
3. Growth marketers find themselves measured by customer acquisition, yet challenged with how it changes their approaches and ways they should be measured.
4. The agility of the empowered customer and the desire to engage on a personalized level present the biggest challenges with regard to resources and ability to execute.
5. Marketers feel that martech must own the measurement of effective content marketing inside the overall integrated marketing framework.
Modern marketing must be agile and in touch with audience behavior in order to grow a brand. Post-purchase engagement should be top-of-mind for marketers, as the customer experience leads to loyalty and advocacy. To fully employ the power of content marketing, you must start with your end goal to shape your content framework and approach. Compared to other marketing professionals, is your content healthy or out of shape?
Download the Content Fitness Report (free; short registration required).