Curata has released the results of its third annual content marketing benchmark study. As part of the study, which surveyed about 500 marketers in the fall of 2013 – respondents were asked to rank a list of objectives in order of priority. As with previous research showing that content marketing is becoming a more lead-driven endeavor, Curata’s study finds that the top priority for content marketers this year is to drive sales and/or leads. Customer engagement came in a very close second.
Respondents – the majority of whom are B2B marketers – were asked to rank the objectives on a 6-point scale where 1 represented the highest priority and 6 the lowest. Driving sales and/or leads emerged with an average ranking of 2.4, just ahead of engaging customers/buyers/influencers, which averaged a ranking of 2.5. Read the rest at MarketingCharts.