Almost all the respondents made quick shifts. And 80% say they made effective changes, with 38% strongly agreeing with that sentiment.
Moreover, 84% say some of the changes they made will remain in effect for the foreseeable future, and 36% strongly assent that this will be the case.
Of the companies polled, 63% changed their targeting and messaging strategy, 56% adjusted their editorial calendar, 37% changed their website and 34% reexamined their customer journey.
In addition, 26% increased time talking with customers, 20% altered their products/services and 23% adjusted their key performance indicators. Another 18% revisited customer/buyer personas and 13% changed their content marketing metrics.
While 50% did not change their content spending in 2020, 33% reduced it. Only 17% increased their spend.
What’s more, 30% shifted advertising dollars to content marketing.
The types of content they created in the last 12 months include:
The top three content distribution channels are social media platforms (82%), their company website/blog (79%) and email (76%).
Among the tools they use in their content marketing:
This year, content marketers expect to invest in:
In terms of content marketing maturity, 24% rate as young, 28% as adolescent, 28% as mature and only 11% as sophisticated. Another are making their first steps.
The Content Marketing Institute and MarketingProfs surveyed 1,707 marketers worldwide.