Does your company have a content marketing strategy? If you do not, you are not the only one.

Most firms have a nascent understand of content marketing, including investment management and financial advisory firms, but few think they are doing it well.

According to the 2016 report, “B2B Content Marketing: 2016 Benchmarks, Budgets, and Trends—North America,” only 44% said that their firm had a clear idea of what an effective or successful content marketing strategy and program looks like.

In fact, according to the report, “only 32% had a documented content marketing strategy, and only 28% had a documented editorial mission statement.”

If you have a website, a blog, white papers, investment commentaries, fact sheets, investors guides, infographics, motion graphics, pitch books, podcasts, webinars, and the like – you are doing content marketing.

Quality Results?

However, most firms reported less than stellar success with content marketing. “Only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year. Effectiveness levels are greater among respondents with documentation, clarity around success, good communication, and experience.”

The report was conceived and produced by the Content Marketing InstituteMarketingProfs, and BrightcoveDownload your copy here.

With or without a strategy, 88% said their organization used content marketing. Which basically means that they created, or hope to have produced, engaging marketing material and product that educates and informs prospective clients.

According to the report, while 94% used the LinkedIn social media platform to distribute content…but only 66% said LinkedIn was an effective platform.

Quality Leads

Why do content marketing? Not surprising, the most critical reason to produce stuff is to get quality leads, with 31% of respondents saying so. Sales, lead quality, and brand lift all scored high as well. (See below.)

The key goals of content marketing?

  • 85% said lead generation is the most important goal.

  • 76% say they will produce more content in the next year.

  • 60% said producing engaging content was their top content marketing challenge.

  • 51% said they expect to increase spending in the next 12 months.

What are your plans for producing impactful content for the balance of 2016?