Only about 30% of marketing executives feel like they know what’s going on in their content marketing department (evidenced by the Disagree slices in the pies above). That means 70% have no clue or are unsure about how to effectively apply digital tools to help their company grow, and lack a disciplined process for digital lead generation.
Given that every company is a media company nowadays, I’m surprised there’s so much uncertatinty in this area. Maybe we should remember, content doesn’t have to equal blogs or in-depth campaigns. It can be much simpler, and should start with a content inventory on your site.
Does your CPG brand know where it’s content is?