Enterprises Struggle to Optimize Content Marketing

Content marketing remains on the radar screen for many enterprises this year. The strategy is especially effective for B2B marketers. But, executivewhitepaperoptimizing content marketing is a struggle for businesses and Curata’s 2014 Content Marketing Tactics Planner shows the challenges that operators face.

Curata likes to categorize their study of the content marketing effort into strategy, investment and content segments. The strategy for businesses should be fairly obvious. They hope to roll out great content in the most efficient way in order to generate awareness and build brand presence. However, enterprises are spending varying amounts on this effort and they’re trying to find the right balance between creating original content and merely curating or passing along other intelligence.

The 500 marketers in Curata’s study say the following content mix is optimal:

  • Created 65%
  • Curated 25%
  • Syndicated 10%

About 55% of marketers prefer to use their in-​house team to create content. These businesses turn to in-​house crowd-​sourcing for ideas 25% of the time and use outsourcing for about 20% of the created content.

Enterprises also face challenges when curating content. The recommended practice for curation involves creating a great headline, attaching an image, introducing the topic to readers, offering a few sentences from the original post and adding insight to help the reader see the value of the piece. Attribution and links back to the original piece are key. Despite the popularity of content curation, over 50% of marketers need help finding, organizing and contextualing good content.

Curata analysts say that marketers should focus on people, technology and content in order to generate great results from their content marketing strategy. Currently, over 40% of businesses have assigned an executive to watch over content marketing and 56% are using technology to track workflow and distribution.

What have you been doing in your organization to optimize your content marketing program?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.