As a digital marketing analyst at Altimeter, I’ve been tracking the ever-changing world of content marketing since 2013, but this is the first year where the changes have been truly dramatic.
When I fielded the survey for my latest research report “The 2018 State of Digital Content,” I expected to find small technological advances in the way we create, deliver, and measure content marketing, but not much else. Instead, I found a fundamental shift in the entire practice of content marketing.
Companies are now using content to do more than create awareness or brand health. They’re using it to directly drive revenue, become more cost-efficient and personalize the customer experience. Which is to say, they’re using content marketing to do far more than marketing.
Here are five key findings from the survey that highlight this shift. We deployed the survey in August 2018, with 400 respondents across North America, Europe (France, UK and Germany) and China, from companies with at least 1000 employees.
Content Trend #1: Most Companies Can Prove the Business Impact of Content
Despite the popularity of content marketing as a practice, companies have traditionally had a hard time proving its posi… Read More