Developments in marketing departments show that the initial trend toward content marketing has become a permanent fixture in the marketing mix.
In a society where brands no longer just satisfy consumer needs but must offer genuine added value, a marketing discipline is emerging that combines the art of editorial development with data-driven research.
With increasing digitalization, the restructuring of the marketing sector faces hurdles that cannot be overcome by simple process optimization alone.
Team structures must be redefined, budgets calculated, and clear goals set. We are witnessing a period of marketing that is bringing about a fundamental upheaval.
We therefore ask ourselves:
- Can the new concept really be superimposed on the old one?
- What is the current situation?
- What topics are content marketing managers concerned with?
- What conclusions can be drawn from the current status of content marketers?
The evaluation of the contentbird State of Content Marketers 2019 will provide an answer:
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Content Marketing Study – We want to know exactly
Customer centricity places the customer at the center of all business activities. Metaphorically speaking, the customer is placed in the middle of a circle of chairs and bombarded with questions. Identifying pain points provides concrete guidelines for process optimization, which can be adapted based on the most important findings.
The State of Content Marketers 2019 study attempts to do just that. It figuratively places today's content marketer in the chair in the middle and reveals the most important topics in the content marketing process.
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Team structure: Who am I? And if so, how many?
An organized team structure lays the foundation for implementing successful processes. However, teamwork should not be seen as a holy grail here. Content marketing is characterized by a high proportion of specialists who work independently. Content marketing agencies have focused on the storytelling format and support companies in implementing the workflow.
The State of Content Marketers 2019 study aims to show which case is currently most commonly practiced.
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Strategic goals: More is more is more
Increasing reach, generating leads, strengthening reputation—the pool of possible goals for a content marketing strategy is wide-ranging. While the B2C sector wants to deepen the attention and trust of its buyers through emotional content, B2B marketers are interested in fact-oriented blog posts that, ideally, are seen directly by decision-makers.
The results of our study are intended to provide an overview of the goals pursued by content marketing strategies.
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Process: This is where the wheat is separated from the chaff
What does the content marketing process look like in German companies? How much time is invested in each step? Is the creation process preceded by research, and is distribution handled with the same care as content creation? What conclusions can be drawn from the analysis?
The "State of Content Marketers 2019" study aims to highlight the stages of the process where time and budget accumulate.
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Budgets: Where to put the money?
Budgets are a heated topic in the marketing team. While the advertising department insists on high budgets for paid ads on social media channels, the content marketing strategy focuses on creating high-quality assets. So where should the marketing budget be allocated? What challenges will content marketers face in 2019 when allocating their budgets? And can they prevail over long-established advertising practices?
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Participate in the State of Content Marketers 2019 study now
Do you work in an in-house content marketing team, are you a freelance content marketing strategist, or are you the creative head of a content marketing agency? No matter what your current status quo looks like, one thing is certain: we are interested in you.
If you feel at home in the field of content marketing and would like to lend weight to this study, then take part in the State of Content Marketers 2019 study now and help us shed light on the topics that content marketers are (or will be) dealing with in 2019.
By participating, you will receive the study evaluation directly. You also have the chance to win a place in our Digital Content Marketing Academy (worth €1,800) + 1 year of contentbird (worth €3,600)!
