The lack of content creation resources ranks as the most challenging obstacle to content marketing success, according to the latest report [download page] from Ascend2 and its Research Partners. Based on a survey of 290 marketing, sales and business professionals around the world (three-quarters B2B), the study finds that videos are a particularly challenging content type to create, although respondents also see value in them.
Some 59% of respondents cited video as among their most difficult content types to create, ahead of webinars/online events (50%) and research/white papers (50%). But almost half of respondents (46%) reported videos to be among the most effective content types used, second only to articles and case studies (54%).
The results bring to mind a recent study from Regalix, in which a leading 81% of B2B content marketers cited videos as the content type that will become indispensable for them this year, ahead of case studies (76%). Respondents to that survey viewed videos as particularly effective in the awareness stage of the buying cycle, while case studies were considered more effective in the consideration phase.
Meanwhile, in other results from the Ascend2 survey:
- Improving customer engagement and increasing lead generation emerged as the most important objectives of respondents’ content marketing strategies;
- Roughly 9 in 10 respondents rate their content marketing programs as very (26%) or somewhat (63%) successful, in line with results from the above-referenced Regalix survey;
- About half of respondents are increasing their content marketing budgets;
- Only 15% consider in-house content creation resources to be the most effective for creating content, with three-quarters combining outsourced and in-house resources; and
- Conversion rate (50%) tops quality of leads (45%) and website traffic (42%) as the most useful metric for measuring content marketing performance, per the survey’s respondents.
About the Data: A majority (57%) of survey respondents come from companies with fewer than 50 employees.