Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.
~ Robert Rose
Consider the following statistics from a research on Australian businesses conducted by the Content Marketing Institute:
- 89% of the businesses engage in content marketing activities, with the aim to drive “profitable customer action”.
- Of these businesses, only 37% of them have a documented strategy, as opposed to a verbal one
- Content marketers felt the effectiveness of their strategy was less this year than last year (29% as opposed to 33%). But 44% of those who documented their strategy had a better result from content marketing activities.
Content marketing is engaging people while providing relevant and valuable information to either alter or enhance their consumption pattern. The above statistics reflect three things: the need for a strategy, the need to document the strategy, and finally, the need to analyse the effectiveness against preset objectives.