The most common challenge among manufacturing marketers? Creating content for different stages of the buyer’s journey.

That’s what 62% cited in today’s release of Content Marketing Institute’s Manufacturing Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023, co-sponsored by GlobalSpec and 6sense.

Rounding out the top three of the most frequently cited challenges: aligning sales and marketing (58%) and breaking down communication silos (56%).Continue Reading

Video is a critical piece of many successful content marketing strategies, but is it being used to its full potential?

That’s the question we at the Content Marketing Institute set out to answer in the newly released 2022 Video & Visual Storytelling Survey sponsored by Vidyard.Continue Reading

Editor’s note: We’ve updated our annual Technology research study for 2023.

Content marketers at technology companies have a good handle on content marketing, according to our latest research. They’ve got a strategy, and they know if it’s working because they measure and report results. And most expect more budget to work with this year.

Does that mean tech company marketers avoid the challenges and growing pains that keep their colleagues in other industries up at night?

Not quite.

To find out the challenges tech companies face (as well as they’re planning to invest), let’s examine the findings in CMI’s Technology Content Marketing Benchmarks, Budgets, and Trends with Insights for 2022 sponsored by Foundry. The report reflects responses from 216 content marketers at for-profit technology companies who participated in the 12th annual Content Marketing Institute/MarketingProfs survey in July 2021.Continue Reading

Editor’s note: We’ve updated our annual Manufacturing research study for 2023.

Many manufacturing marketers say they often struggle with getting people in their companies to understand content marketing.

Fifty-one percent say they face a hurdle in overcoming the traditional marketing and sales mindsets while 51% say they’re challenged with creating valuable content instead of sales-oriented content. Half report access to subject matter experts to create content as a challenge.Continue Reading

Editor’s note: Looking for the latest findings? Browse the 2022 Video & Visual Storytelling Survey. 

Video, a powerful tool in the storytelling arsenal, has become more important in the last two years, according to 83% of marketers.

That’s one key finding from Content Marketing Institute’s new Video & Visual Storytelling Survey sponsored by Vidyard.Continue Reading

We hear a lot these days about “sales enablement.” While there are various definitions, sales enablement boils down to helping your sales team be as successful as possible.

How do marketers develop sales content within their companies? Is the content useful to the salespeople for whom it is developed? Where is it stored and managed so salespeople can access it? How is it measured?

These are just some of the questions CMI set out to answer in our latest survey, Creating Content for Sales Enablement. All respondents indicated they are involved in some way with creating content for their company’s sales teams. We heard mostly from content marketing/content strategy leaders (39%), marketing leaders (28%), and content creators (24%).Continue Reading

Are you focusing more on generating demand, leads, and conversions from your content marketing? If so, you’re not alone – especially if you work for a technology company.

A key trend in our recent annual content marketing research is an increased emphasis on demand and lead generation and conversion measurement among tech marketers. Whether that is a long-term change or a blip caused by pandemic-related pressures remains to be seen.

Let’s look more closely at this and other findings released today in Technology Content Marketing Benchmarks, Budgets, and Trends with Insights for 2021 sponsored by IDG Communications Inc. The report reflects responses from 290 content marketers at for-profit technology companies who participated in the 11^th annual Content Marketing Institute/MarketingProfs survey in July 2020.Continue Reading

Editor’s note: We’ve updated our annual Manufacturing research study for 2023.

Manufacturing content marketers have done big things to adapt in a COVID-19 world. Seventy percent have changed their targeting/messaging strategy, 60% have adjusted their editorial calendar, and 57% have put more resources toward social media/online communities.

Those are a few findings from the Manufacturing Content Marketing Benchmarks, Budgets, and Trends: Insights for 2021 report from the Content Marketing Institute, sponsored by GlobalSpec. The report presents the responses from the manufacturing content marketers who took part in our broader 11^th annual content marketing survey.

Continue Reading