More brands now value creativity when crafting content

According to the latest “B2C Content Marketing 2018: Benchmarks, Budgets and Trends” study published by CMI and MarketingProfs, brands value high quality creative and production more than they did a year ago. More than three quarters of respondents said that their content efforts are successful.

Various recommendations by experts this year have urged marketers to tailor creative for audience needs and expectations. The annual report suggests that they are hearing this loud and clear. Respondents indicated a preference for relevant, higher quality content for brands over quantity. 79% said they value creativity and craft in the production chain.

The most successful content marketers are generally more committed than their less successful counterparts and are more likely to have a documented strategy. Top performers also use an average of six content formats, with social media posts, infographics, editorial white papers and videos among the most popular overall.

The report indicates that content marketers are achieving better results with their campaigns, while the vast majority can clearly illustrate how news, articles and other resources are driving audience engagement, lead generation and sales. However, the burgeoning role of content this year has increased unrealistic expectations.

CMI research director, Lisa Murton Beets added: “One of the best ways content marketers can set appropriate expectations is to document their strategy. This will help stretched teams –even those that perform very well — focus on the priorities that matter most to their organization, and give teams that want to do more a starting point for building a business case for additional resources.”