According to a study by Dimensional Research, 2017 Content Insights from U.S. Tech Marketing Execs
According to a study by Dimensional Research, 2017 Content Insights from U.S. Tech Marketing Execs, commissioned by 10Fold, feedback from customers and sales teams are the most important ways U.S. technology marketing executives are judging content effectiveness. The study found that 32% of U.S. tech marketing executives now deliver content daily or hourly.
The report, looking at current and planned content marketing budgets, found that three-quarters of technology marketers plan to generate three times more content in the next 12 months than they did in the previous year; and 42% will spend $250,000 or more in the next 12 months on content. Survey findings revealed marketing executives focus a substantial portion of their budget on creating and delivering new content at an ever-increasing frequency.
According to the report, feedback from customers and sales teams are the most important ways U.S. technology marketing executives are judging content effectiveness. These answers ranked higher than the response of using marketing automation tools, indicating that soliciting customer feedback never goes out of style.
Other Key Research Findings:
Social media, video and webinars are cited as the best content “types” among all respondents
Top executives prefer video as a content medium
44% of respondents say that lack of domain expertise is the top barrier for creating quality content
99% of respondents use third parties to create at least 25% of their content
83% of respondents report that third party generated content is at leastabove average
80% leverage basic tools (Google Analytics) to track and measure content impact; followed by 60% using marketing automation systems
Susan Thomas, founder and CEO of 10Fold, says that “… we’ve heard for some time… that ‘content is king,’ … understanding the type of content that works best… (and) knowing how frequently to produce that content are the next logical questions…”
David Gehringer, principal of Dimensional Research, says “… based on our research… there is an insatiable demand among technology companies for content that has technical relevancy and is delivered in a form… that is appealing to their buyers…”