WALTHAM, Mass. – July 30, 2013–IMN, the digital marketing company that delivers branded newsletters and content for vertical markets, today unveiled the results of its second annual multi-industry content marketing survey. IMN once again polled marketers to better understand the current state of their content marketing programs including the structure, goals and challenges, and how these programs fit into their overarching marketing strategies.
The results of the survey revealed an increased awareness of content marketing since last year, with marketers more frequently putting formal content marketing programs in place. 78 percent of respondents stating that they are somewhat familiar or very familiar with content marketing (up 13 percent), and nearly half (49 percent) reported having a formal content marketing strategy in place.
"It is encouraging to see more and more marketers understanding content marketing and putting formalized programs in place, however, the survey uncovered that there is a lot of room for the programs to mature and be further refined," said Craig Fitzgerald, editorial director, IMN. "Putting channel-specific strategies in place, having adequate resources to develop content that marketers will be proud of and utilizing basic program tools, such as editorial calendars, are key for marketers to work on as they fine-tune their content marketing programs."
Additional key survey findings include:
"As content marketing and social media have evolved so quickly, it's not all that surprising that only 22 percent of respondents have a separate content marketing strategy in place for each channel," said Michele Linn, content development director, content marketing institute. "However, I think there is a significant opportunity for brands to thoughtfully repurpose existing content for specific channels. This doesn't mean using the same content in every channel but reimagining it so it is applicable to that channel and that audience."
Broken down by specific industries, the survey results revealed the following trends:
The full report, outlining the findings of the survey, can be found here.
A tweet chat discussing content marketing, and the results of this survey, will be held on Thursday, August 8 from 12-1pm ET. Michele Linn of the Content Marketing Institute will be moderating the chat, along with Craig Fitzgerald, editorial director of IMN; @loyaltydriver will be the chat host. Please join in the discussion by following #contentcounts.
IMN is the digital marketing company that delivers branded newsletters and content for more than 3,000 organizations worldwide. By combining custom, vertically-oriented content with advanced publishing technology and services, IMN enables companies to engage with their prospects and customers to drive business results via email, mobile and social platforms. In addition to taking advantage of IMN's expertise within the automotive, banking and direct selling industries, customers benefit from analytics-based intelligence that provides insight into buying behavior and purchase preferences to successfully encourage brand loyalty and generate leads. For more information, visit http://www.imninc.com or the IMN Blog. Follow IMN on Twitter @loyaltydriver or engage on the IMN Facebook brand page.