Research
CMI Technology Content Marketing Report
Conducted by Content Marketing Institute and MarketingProfs and sponsored by Foundry, this benchmarks, budgets and trends research aims to look at how technology marketers use content marketing, the new initiatives they are focusing on, and the challenges they experience.
of technology marketers used content marketing to successfully create brand awareness in the last 12 months
of technology marketers said content marketing helped them generate sales/revenue in the last 12 months
of technology marketers say that lack of resources is the top situational challenge their content team faces
Key findings
AI acceleration in marketing
Technology content marketers are outpacing their marketing peers in AI use. More than three-quarters of tech marketers say they use AI compared to 72% of B2B marketers and 58% of enterprise marketers. For the most part, they are using AI to brainstorm new topics, write drafts, and research headlines, keywords, etc. However, the research shows that much of this is in the early try it out stages as the majority are using free tools and have no guidelines around their gen AI use. This is no surprise due to the rapid change that generative AI presented this past year.
Content marketing investments indicate benefits
Overall, 48% of respondents said that they expect their content marketing budget to increase in 2024 with only 7% thinking it will decrease. The top areas where tech marketers anticipate investment to increase include video, in-person events, and thought leadership content. To effectively scale their content, tech marketers are preparing to use more content management tools. Currently, only 29% say they have the right tech to manage their content across the organization, but 40% say their organization will likely invest in new technology.
Challenges align with success measurements
Creating the right content for their audience is the #1 challenge for tech content marketers. The research also finds that prioritizing audience education is key, as the top factor leading to content marketing success is knowing your audience. Tech marketers are assessing their content performance with the classics – conversions (77%), website traffic (73%), email engagement (72%), and website engagement (70%). But only 43% of tech marketers agree that their organization measures content marketing performance effectively, with the same amount disagreeing.
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