While most technology marketers have embraced content marketing, their practices have changed over the past year, resulting in lower overall effectiveness this year compared with 2015. A study released by the Content Marketing Institute, titled: B2B Technology Content Marketing 2016: Benchmarks, Budgets, and Trends—North America, shows that even though the effectiveness of the practice has decreased from 34% last year to 30% this year, technology marketers are still making progress in content marketing.
The research shows positive year-over-year results in performance, including:
- 36% of technology marketers say they have a documented content marketing strategy, compared to 33% last year; and
- An improved effectiveness of the three primary social media channels used: LinkedIn, Twitter and YouTube.
“Like other groups of marketers we’ve studied over the last six months, technology marketers reported lower overall content marketing effectiveness this year compared with last,” said Joe Pulizzi, Founder of Content Marketing Institute, in a statement. “On the other hand, technology marketers rated nearly all of the tactics and paid methods they use as more effective this year. This tells me they’re making progress with identifying what works.”