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Marketers Begin Aligning Content With the Buyer Journey

by MarketingCharts staff
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Asked how well their sales and marketing teams leverage marketing automation to align content across the buyer’s journey in order to present a more united front in communications, some 49% of respondents said they’re learning how to do so and plan to execute on their within the next 6 months.

Encouragingly, about one-third are even further along the process; 12% are sophisticated in their content alignment and measurement, while another 22% understand how to align content but lack measurement strategy. And only a fraction (3%) have no plans to align content or measure success.

In general, respondents to the study seem to be working on more targeted content. About 6 in 10 say they’re delivering right time/real time content based on behavioral patterns, and 46% are using progressive profiling to build a better picture of their prospects.

Of the multiple trends listed in the survey, though, the most popular is repurposing existing content to make it “snackable,” with 63% doing so. Separately, among those who regularly repurpose content, a plurality say that the average content asset gets repurposed 2-5 times.

Some 44% say that content production is their biggest challenge, whether that be creating enough targeted content (23%), enough content in general (16%), or content that helps the sales team (5%). With quantity a key challenge, it’s not surprising that many have turned to sharing 3rd-party content. Most commonly, marketers are doing so by tweeting links or posting to social networks (56%), while others are sharing links to the third-party content on their websites (41%) or in email campaigns (38%). There are challenges to using third-party content, though, primarily in integrating the content with the marketers’ overall narrative (43%).

Other Findings:

  • Not surprisingly, the study finds that white papers/e-books (76%) and webinars (74%) are the most commonly produced content types.
  • Content is most often produced to support demand/lead generation campaigns (88%), a result consistent with other studies.
  • About 4 in 10 respondents product at least one content asset per week.
  • Fewer than 4 in 10 measure “beyond the click,” capturing time spent with content and feedback.

About the Data: The data is based on 205 survey respondents, a plurality 38% of whom have marketing budgets of at least $1 million.