Data-driven content marketing strategies generate nearly five times more marketing-attributed revenue than standard content marketing tactics. This is one of the key findings of a new Aberdeen Group report titled, The Future of Content Marketing: The Age of Content Science.
What sets best-in-class performers apart is their ability to personalize content using behavioral and firmographic data, according to the report.
“We’re now seeing a small group of content marketers that have gotten over the hurdle of simply generating volume and are now using data and technology to drive their content marketing,” said Maribeth Ross, Chief Content Officer and Managing Director of Aberdeen Group, in an interview with Demand Gen Report.
58% of best-in-class marketers — versus 23% of all others — currently have the ability to track what site visitors are doing in real time. Additionally, 73% of best-in-class marketers are able to capture this data and store it for future analysis — compared to 39% of all others who do so.
Other key findings include:
- 52% of best-in-class marketers align their content with the buyer’s journey – compared to 36% of all others;
- 80% of best-in-class performers employ buttons to encourage readers to easily share email campaign content versus just 4% of all others; and
- 67% of best-in-class marketers plan to design content that meets the needs of the target persona – compared with 36% of all others.
The report surveyed 277 marketing decision-makers, influencers and practitioners in B2B and B2C marketing about their content marketing strategies.