State of Content Marketing in Corporate America

“Content Marketing” enjoys some of the hottest buzz in business circles today. Why? Simple, telling an audience what they need to hear makes your company more relevant to them. That, in turn increases consumer engagement and eventually increases sales. Here is a capsule glimpse of the state of content marketing in corporate America.

Content Marketing is Important

  • CMO’s at the largest tech companies report that content marketing as an organizational competency is the SECOND most important initiative, behind measuring ROI.
  • 75% of marketers are increasing investment in content marketing
    (Source: Curata, “Staffing Tactics Study)
  • 64% companies with a content strategy dedicated budgets just for content development
    (Source: Linkedin Technology Marketing Community)
  • The percentage of marketers who will increase their future use of content activities:
    – Original Visual Assets (73%)
    – Original Videos (73%)
    – Original Written Content (68%)
    – Original Audio (26%)
  • 73% of major organizations hire someone to manage their content marketing strategy.
    (Source: Content Marketing Institute, 2016)

Content Marketing is a Struggle

  • 70% of marketers lack a consistent or integrated content strategy
    (Source: techmarketingblog “What is Content Marketing”)
  • 87% of all marketers say they struggle to produce content that truly engages their buyers (Forrester 7/14/16)
  • 51% say content marketing efforts are only somewhat effective (Forrester 7/14/16)
  • Top things that make content marketing effective:
    – Audience Relevance (58%)
    – Engaging and Compelling Storytelling (57%)
    – Triggers a Response (54%)
    (Source: Linkedin Technology Marketing Community & Content Marketing Institute)

Benefits of Content Marketing

  • Content Marketing produces greater brand recall–which increases engagement
    – 56% of marketers surveyed believe personalized content promotes higher engagement rates.
    (IBM Digital Experience Survey, 2015)
  • People who craft high quality content… experience dramatically more website traffic than their competitors
    (Source: Neal Patel, Content Marketing Institute, 2016)
  • 200 million people worldwide use ad blockers now… so content has taken its place as a way to break-through and reach consumers (Content Marketing Institute, 2016)

Business to Business (B2B) Content Marketing

  • 88% of American B2B marketers use content marketing (Content Marketing Institute/marketingprofs)
  • 80% of B2B marketers have a content marketing strategy.
    (Source: Content Marketing Institute, 2016)
  • 95% of B2B buyers are willing to consider vendor related content as trustworthy (
  • 47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson
  • The importance of content use on B2B buyers:
    – White Papers (82%)
    – Webinars (78%)
    – Case Studies (73%)
    – Blog Posts (66%)
    – Infographics (68%)
    – 3rd Party Analyst Rpts (62%)
    – Video/Motion Graphics (47%)
    – Interactive Presentations (36%)

As you see, the state of content marketing in increasing in importance across the board.  In all areas of marketing and communication, content marketing is used to stimulate consumer interest and action.

One of the key areas that benefits from good content marketing is video production. CRM Studios has worked for decades helping company determine their most important messages and delivering those on-screen.

Contact us today and let us help you.


You can also read our State of Video Use in Corporate America article.

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