Marketing Content Strategy

56 Tweet-Worthy Enterprise Marketing Stats from Skyword’s Original Research: “A Study in Brand Transformation”

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Skyword surveyed 190 B2B and B2C US marketers at enterprise organizations (500+ employees) in partnership with Researchscape International. In the report, we explored whether or not marketing teams at large companies were restructuring their teams or if they were continuing to invest in traditional marketing approaches.

The shift from interrupt advertising to original brand storytelling requires new organizational structures for marketing teams. Based on the research results, Skyword determined that a transformative organization is in the process of shifting in six key areas:

  1. Organizational Structure: reorganizing teams to eliminate silos and streamline communication and collaboration.
  2. Technology: rolling out new technologies to support the transformation.
  3. Teams and Skill Sets: recruiting and developing team members with skill sets aligned with a model for publishing original content in a scalable way.
  4. Content Marketing: moving from interrupt marketing strategies to a publishing strategy in line with changes in audiences’ information consumption preferences.
  5. Communicating Brand Story: growing awareness of a brand’s story internally and externally, and expanding expertise at communicating it throughout the organization.
  6. Taking the Story Global: executing a multinational approach to brand storytelling and publishing.

If you’re like me, I like information in snackable and shareable snippets, which is why I pulled out Tweet-worthy stats so you can Tweet to your heart’s content. If you’d prefer to download the full survey, you may do so here.

Interbrand reports that 74 percent of brands Tweet at least three times per day and only 6 percent of brands Tweet more than ten times a day. If you’d like to step up your Twitter game, consider Tweeting some of these stats from Skyword’s research.

ORGANIZATIONAL STRUCTURE

What changes have you made in the past year? Marketing research by Skyword62% of enterprise companies have not reorganized their marketing teams in the past year.

38% of enterprise companies have reorganized their marketing teams in the past year.

Of the marketing teams who reorganized in the past year, 26% say they are “extremely successful” compared to only 16% who didn’t reorganize.

58% of enterprise marketers adopted new technologies in the past year.

40% of enterprise marketers expanded content marketing efforts in the past year.

29% of enterprise marketers added new roles to the marketing teams that didn’t exist before.

96% of marketers surveyed indicated that employees outside their marketing teams are contributing to the content pipeline.

11-20% was the most common response when marketers were asked what % of employees outside of the marketing dept contribute to content pipeline.

What percentage of employees outside of the marketing department contributes to the content pipeline? (Graph included)

TECHNOLOGY

What technologies does your marketing department use? Marketing research by Skyword58% of enterprise companies invested in new technology in the past year.

Companies that reorganized their marketing team in the past year were also more likely to have adopted new technology within the last 3 months.

Top technologies invested in the past year: social media monitoring and measurement, design, analytics, and content marketing software.

78% of those surveyed indicated that they work with 3+ technology providers with 21% working with 11+ technology providers.

According to Gartner, the CMO’s budget will exceed the CIO’s budget for technology purchases by 2017.

27% of enterprise marketers use 4-10 technology providers.

50% of enterprise marketers said the number of technology providers they work with has increased in the past year, while only 4% said it has decreased.

When asked “Have the number of technology providers you work with increased or decreased?” 50% of enterprise marketers said the number of providers has increased.

39% of enterprise marketers use content marketing software.

34% of enterprise marketers use marketing automation software.

86% of marketing teams have adopted new technology within the past 12 months.

44% of marketing teams have adopted new technology within the past 6 months.

14% of marketing teams have adopted new technology within the past 3 months.

Only 2% of marketing teams said they last adopted technology more than 3 years ago.

29% of respondents said it took or will take 4 to 6 months to fully integrate new technology into their marketing efforts. 26% said it took or will take 2 to 3 months.

TEAMS AND SKILL SETS

What roles make up your internal or in-house marketing team? Marketing research by SkywordCompanies are starting to invest in brand storytelling roles. 28% of enterprise companies have a designated content marketer and 33% have an editor.

28% of enterprise marketers have a content marketer on their in-house marketing team.

33% of enterprise marketers have an editor on their in-house marketing team.

The most common in-house roles on enterprise marketing teams are advertising managers (59%), marketing operations (58%), brand managers (41%).

6% of enterprise marketers have someone in their in-house marketing team with the role of “Storyteller.”

Most content marketing leaders were hired in 2014.

82% of enterprise marketing departments said their content leader has a media background.

CONTENT MARKETING

What are the main goals for the content your brand creates? Marketing research by Skyword40% of enterprise marketing teams have expanded their content marketing efforts in the past year.

Video is produced by 49% of enterprise marketers; it is the most common type of content produced.

Blogs make up 45% of media produced by enterprise marketers.

Marketing departments are investing significantly less in longer forms of content such as eBooks (17%) and white papers (18%) when compared with their investment in video and blogs.

The most common types of content produced: videos (49%), blogs (45%), and mobile applications (41%).

Longer form content (i.e. eBooks & white papers) were not among the ten most common types of content produced by enterprise marketers.

34% of enterprise marketers produce webinars.

68% of enterprise marketers’ main goal for the content their brand creates is brand awareness.

The main goals of enterprise marketers for content their brand creates: brand awareness (68%), building audience (47%), engaging audience (47%).

35% of enterprise marketers said lead generation is their main goal for the content their brand creates.

Only 24% of enterprise marketers said search engine performance is their main goal for the content their brand creates.

TAKING THE STORY GLOBAL

Overall marketing success for global strategies. Skyword original research39% of enterprise marketing teams plan on putting a global content marketing strategy in place in 2015 or 2016.

Only 23% of enterprise marketers are creating content in five or more languages.

30% of enterprise marketers are creating content in four or more languages.

The technology or infrastructure used doesn’t indicate global enterprise marketers are supporting global strategies yet.

36% of enterprise marketers have a global content marketing strategy.

35% of enterprise marketers create content in two languages, while 21% create content in only one language.

21% of enterprise marketers say they produce content in only one language.

10% of enterprise marketers don’t have a global content marketing strategy and don’t have plans for one either.

13% of enterprise marketers plan to put a global content marketing strategy in place in 2016.

COMMUNICATING BRAND STORY

How effective are people in general at telling your brand story? Marketing research by Skyword73% of enterprise marketers said they are extremely effective or very effective in telling their brand story.

65% of enterprise marketers said that their executive team is extremely effective or very effective in telling their brand story.

46% of enterprise marketers think their prospects are not at all effective to moderately effective in telling their brand story.

54% of enterprise marketers think their prospects are extremely effective or very effective in telling their brand story.

75% of effective storytellers report they are successful at content marketing, while only 35% of ineffective storytellers report the same.

Find more data in the full survey. You may download it here.


Skyword Research: A Study in Brand Transformation

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