The latest survey from the Content Marketing Institute's B2B enterprise report has found that 74 per cent of content marketers have a strategy in place, while the same percentage want to see more content marketing at their organisations over the coming year.
The survey results were based on 335 respondents from a range of industries, and covered marketers' tactics, benchmarks and budgets. It found that, while 87 per cent use some form of content marketing, only 35 per cent document their strategy.
Joe Pullizi, the author of the survey, commented on the data: "Just because we can publish, doesn’t mean we should. It’s clear that most enterprises around the world just started publishing in multiple channels because they can, without any clear indication of the organisational goals behind it. This is one of those times when we need to stop and look at what we are producing … and why."
The top three most used forms of content marketing included in-person events, videos and using social media. Around 22 per cent of those polled rated the content marketing efforts as effective or very effective, while 52 per cent did not have a view on their effectiveness.
The breakdown of social media channels found that 94 per cent of people distributed content on LinkedIn, followed by YouTube and Twitter.
The typical number of social media platforms used by survey respondents to distribute content came in at an average of six. In addition to LinkedIn, YouTube, Twitter, Facebook and Google, respondents also listed Slideshare, Vimeo, Instagram, Pinterest, Snapchat and Periscope as their other main channels.
On the future of content marketing, 47 per cent planned on increasing their content marketing over the next 12 months. Furthermore, 73 per cent were hoping to create more engaging content, while 66 per cent said they were going to assess what content works for them and eliminate what doesn't.