When it comes down to it, a brilliant thought is only good as its execution.
That’s not to say that good ideas come easy. A good one can be the difference between making a splash and a ripple. What I mean is that the idea only delivers results if you follow through.
In content marketing, we’re seeing this same principle play out across industries. As the first section of this infographic shows, marketing departments have accepted that content marketing is an important part of their game plan.
But there’s a big difference between understanding that content marketing works for your organization, and making content marketing work for your organization.
Execution is lagging.
Take a look at what I mean:
Aberdeen’s report, Crossing the Chaos: Managing Content Marketing Transformation, shows that 91% of B2B marketers are using content marketing, and 92% value quality content. But as you can see from the graphic above, there’s a major discrepancy between the perceived value of content marketing (high) and the ability to execute (low).
When it comes to producing, distributing and measuring content, B2B organizations are seriously lacking — and marketers know it. Only 32% of marketers say they’re producing enough content, while a mere 27% think they’re tracking the right metrics.
Doubt and frustration are plaguing marketing land. That gap between perceived value and execution needs to close, one way or the other. That means either marketers need to start executing, tracking and reporting more effectively or all that budget being allocated toward content marketing will be redistributed away from marketing and content teams.
But the fact of the matter is that content marketing does work, and the organizations that are succeeding are seeing a much smaller gap between the perceived value (still high) and execution (above average).
In Aberdeen’s full report, they go into the differences between brands who are leading the pack, and those just skirting by. Which will you be in 2014?