Content marketing is gaining in awareness and importance among marketers, and roughly half have established a formal strategy, according to results from IMN’s second annual Content Marketing Survey. As more marketers develop strategies and grow their maturity levels (11% describe themselves as “experts”), their content marketing programs and measures of success appear to have gravitated towards a focus on lead generation.
This year, when asked their most important content marketing goal, a leading 44% of respondents pointed to increased leads, a huge gain from last year, when 16% cited leads, good only for the 4th-most important goal.
In fact, lead generation was such a consensus this year that the next-most important goals, awareness and customer and prospect engagement, were each cited by less than half as many respondents (19% each). Read the rest at MarketingCharts.