6 Content Marketing Statistics that Prove the Effectiveness of a Documented Content/Social Strategy

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Do you have a documented content/social strategy? You should.

I know, I know. I’m preaching to the choir right now.

There has been a lot of hype over the past year about “documented content strategies” – you know, the type of strategy that’s actually written down and planned out, not just left to memory through verbal brainstorming and game planning. Those who are reluctant to create such a strategy may be wondering, is it even worth the time and effort? What good will it do? And worst of all: will it just sit in a folder on my desktop, never to be looked at again?

Here at Fathom, we’ve tested these questions with our own experience working with clients. For one client, Safelite AutoGlass®, results from their own documented strategy turned out to be better than expected (we go over exactly what those results are in our upcoming webinar, which you can learn more about here.)

For now, here are some of the most influential content marketing statistics that prove the effectiveness of having a documented content/social strategy:

1. Having a documented content marketing strategy helps increase effectiveness in all areas of content marketing. More specifically, 43% of B2C marketers who have a documented strategy say they are successful at tracking ROI. (Source: CMI)

What this means: Having a strategy laid out (including goals, metrics and KPIs) allows marketers to better understand how their content is generating revenue. Only 23% of B2C marketers in general are successful at tracking ROI, which is much lower than those who have a documented strategy.

2. Only 27% of B2C marketers have taken the time to put their strategy in writing (Source: CMI)

What this means: How can you stick to a strategy that has no structure or foundation? How can you communicate that strategy across multiple departments and positions within your organization if it’s not documented? This is not an effective approach to ensuring everyone is on the same page and following the same plan.

3. B2C marketers are using, on average, 7 social media platforms this year, compared with 6 last year (Source: CMI)

What this means: The number of channels you have to keep track of and manage is growing, making it more difficult to ensure you’re doing the best you can on each of them. With a documented strategy, however, you can research and plan to exact types of content and messages that best fit each channel, optimizing your chances of success. Why be mediocre on lots of channels when you can be great on a few?

4. 78% of CMOs believe that custom content is the future of marketing. (Source: Demand Metric)

What this means: If content is the future of marketing, you want to be as effective as possible, right? It’s time to nail down your strategy and get it documented. Waiting simply means you’ll be behind the crowd when/if this prediction comes true.

5. 36% of B2B companies with a documented content marketing strategy considered themselves very effective, three times more than those without a documented strategy. (Source: Marketing Buddy)

What this means: It doesn’t matter if you’re B2B or B2C, documented content/social strategies have seen to be more effective and produce better results compared to the content efforts coming from non-documented strategies.

6. More than four in 10 survey respondents said lack of an effective strategy—and likely creation and distribution of content as a result – was their biggest challenge. (Source: CMO.com)

What this means: I’m not going to lie – creating and implementing a documented content/social strategy isn’t easy. It doesn’t happen overnight. But once it’s done, ongoing tasks can be exponentially more streamlined and organized, making your life easier (and more successful!) in the long run.

Still not sure? Learn more about the importance of content strategies in our upcoming webinar Social Repair, Content Replace: How Fathom Helped Safelite AutoGlass Create a Documented Content & Social Strategy to Shatter Their Goals. Register now.

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Haley Hite

About Haley Hite

Haley Hite is Sr. Manager of Content Marketing at Fathom, where she leads the content marketing initiatives, training and best practices for the company. While at Fathom, she has worked with clients in a variety of industries to create, implement and measure documented content strategies based on sound research and data. Outside of work, Haley loves traveling to tropical locations, reading, cheering on her alma mater Bowling Green State University, going to Cedar Point, and hanging out with her husband. Follow Haley on Twitter: @HaleyHite11.

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