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Manufacturing Content Marketing 2020 report highlights the benchmarks, budgets and trends in the sector.

55% of manufacturing content marketers said that overcoming the traditional marketing-and-sales mindset is their top challenge for 2020. But only 40% of the respondents said that their organisation always/frequently crafts content based on the different stages of the customer journey.

While half of the content created was for the top of the funnel, only 10% of content was crafted for the sales stage. Furthermore, only 36% of content marketers said communicating complex content was a challenge in 2020, compared to 60% in 2019.

Overall most manufacturing content marketers were positive about their content marketing success, with the majority of respondents rating their strategies as extremely, very or moderately successful. Content marketers also got better at creating appealing content at multi-level roles within their target audiences.

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