Top Challenges to the Development of Effective Content Articles

CMOCouncil Top Challenges Development Effective Content Apr2020

The top challenges organizations face specific to the development of impactful and effective content, including:

Budget to develop high quality robust content at scale
Knowing if the content being created is actually influencing and engaging to our audience
Taking ideas and translating thoughts, concepts and even notes on napkins into reality
Measuring true content ROI against our business goals of growth
Accessing creative talent that can develop the interactive formats our customers desire
Staying ahead of the curve with innovative interactive content

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Vast Majority of Companies Say They’re Measuring the Performance of Their Content

Most marketers report looking at their content marketing performance data on at least a weekly basis.

B2B Event Organizers Prioritizing Attendance and Engagement

More than 7 in 10 organizers agree that their leadership team and C-suite support their in-person event strategy.

Viewers Becoming Familiar with Shoppable TV Ads

More than one-third of viewers who recall seeing QR codes in TV ads say they interacted with them.

What Might Make A Consumer Choose the More Expensive Food & Drink Product?

Almost 3 in 4 consumers would buy a more expensive food and drink product over a cheaper alternative if it came from a trusted brand.

Creative’s Still the Biggest Driver of Sales, Analysis Finds, but Brand’s Influence Rises

Brand and targeting are having more of an impact on short-term sales effectiveness, while the influence of reach is waning.

Use of Humor in Advertising Steadies

More than half of radio ads analyzed contain humorous elements, about twice the share of digital ads.

Improved B2B Marketing and Sales Alignment Bodes Well for Growth

B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.

Conversations About Brands Tend to Be More Positive When Face-to-Face Than on Social Media

Almost one-quarter of major brands are experiencing political polarization, judging by net sentiment in conversations about them.

TV Viewers Continue to Prefer Ad-Supported Platforms

Roughly 6 in 10 would rather save $4-5 off their subscription than pay that money to avoid ads.

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Use of Humor in Advertising Steadies

More than half of radio ads analyzed contain humorous elements, about twice the share of digital ads.

Improved B2B Marketing and Sales Alignment Bodes Well for Growth

B2B marketers and salespeople say their top priority to drive growth this year is to improve alignment.

Conversations About Brands Tend to Be More Positive When Face-to-Face Than on Social Media

Almost one-quarter of major brands are experiencing political polarization, judging by net sentiment in conversations about them.

TV Viewers Continue to Prefer Ad-Supported Platforms

Roughly 6 in 10 would rather save $4-5 off their subscription than pay that money to avoid ads.

Facebook Deemed to Deliver Highest ROI for SMBs

Direct mail is also among the most-used and highly-touted advertising channels.

Growth of Commercial MarTech Use Spurs More Replacements

Almost 90% of those who replaced one or more tools chose a commercial application as the replacement.

SMBs Struggling with Customer Acquisition; Hope to Improve Social Media Marketing Skills

The challenge that requires the most time and attention from SMBs is attracting new customers.

Primary Goal of CTV Advertising is Brand Awareness; Funding Sources Shift

Some 24% say that in-house performance teams are primarily responsible for CTV marketing, up from 13% share last year.

Top Challenges to the Development of Effective Content Articles

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Vast Majority of Companies Say They’re Measuring the Performance of Their Content

B2B Event Organizers Prioritizing Attendance and Engagement

Viewers Becoming Familiar with Shoppable TV Ads

Improved B2B Marketing and Sales Alignment Bodes Well for Growth

TV Viewers Continue to Prefer Ad-Supported Platforms

Improved B2B Marketing and Sales Alignment Bodes Well for Growth

TV Viewers Continue to Prefer Ad-Supported Platforms

Growth of Commercial MarTech Use Spurs More Replacements

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