March 14, 2018
Are technology marketers moving away from creating content for the buyer’s journey?
The CMI research team found ourselves asking this question as we analyzed the data from our eighth annual content marketing survey. Here’s the finding that got us talking:
Compared with the previous year, more technology marketers say they’re focused on creating the right content for the right person at the right time – but fewer report they’re crafting content for specific points on the buyer’s journey.
More on that in a moment, but first consider that technology marketers are achieving increased content marketing success. Thirty-one percent of technology marketers report that their organization’s overall content marketing approach is extremely or very successful – that’s up seven percentage points from the previous year, when 24% reported high success.
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