Skyword recently partnered with Unisphere Research on the 2013 Social Marketing Benchmark Study, a survey of marketing professionals that gauges their commitment to content marketing. One of the revelations to come from the survey is that almost half of the respondents said they have a formal content marketing strategy in place.
At Content Marketing World last week, I met with marketers from small local companies all the way to multinational brands. One thing that became evident is that, big or small, many companies are still confused about the role of content marketing and how to manage it, even in companies with established strategies in place.
While the survey found that an increasing number of firms are aligning their content marketing efforts with the strategic goals of the company, only about one-sixth have senior level positions related to content marketing. It’s mainly the larger companies, those with deeper pockets, who have the ability to dedicate senior level workers to content marketing initiatives.
Content Marketing World confirmed this for me. I found that many people from larger firms reported having plenty of dedicated content marketing efforts in place. Yet, these same people lamented their lack of a cohesive plan to manage the complexities of writer recruitment, develop a content strategy, and measure performance. In many instances, the larger company’s content marketing infrastructure seemed to be in just as much disarray as those from smaller companies.
Whenever a new business concept moves from atypical to mainstream, there is confusion. Fifteen years ago, search engine optimization (SEO) was virtually unheard of. As the practice grew in popularity, no one was sure of its role within the larger organization. Now it’s an integral part of almost every company’s marketing department. Content marketing is moving along a similar path. It is slowly moving from the sidelines to become a starting player in marketing. The increased awareness and adoption is creating a huge need for tools, process development, and measurement within organizations of all sizes.
The Skyword content marketing platform and suite of services offers a complete solution, empowering companies to become publishers, freeing them from administrative tasks, and streamlining the entire process. In reality, smaller to midsize companies can benefit more by implementing a complete content marketing solution—it frees them from the need to hire in-house content strategists, struggle with makeshift editorial calendars, and manage writer payment records.
These efficiencies enable smaller companies to compete on a level playing field with Fortune 1000 firms who can hire in-house content strategists, writers, and managers. The beauty of the Skyword solution is that a larger company with these existing in-house resources can use the Skyword Platform to manage all of their content marketing processes, while a company that does not have all of that in place can take advantage of Skyword’s strategic and writer services without the need to hire permanent employees to fill those roles.
The content marketing industry is growing up, much like the SEO industry has over the past 10 years. It’s exciting to see these changes play out, and it’s even more exciting to be a part of a company that empowers brands large and small to publish both the quantity and quality of content that people are looking for.