Many companies lack a content marketing strategy

Although companies engage in content marketing, they often lack a strategy.44 percent of the professionals and executives surveyed are already making extensive use of content marketing. Thirty-eight percent have implemented initial approaches to this, and only 14 percent have no experience in this area yet. According to the survey, more than half have not yet developed a strategy with a proven track record over the long term. In most cases, content is presented to existing contacts. Three-quarters of respondents build the reach of their content through their own channels, such as email newsletters, websites, blogs, and social media. «However, you can’t reach new customers this way,» comments Markus Scholz, Senior Consultant for Content Promotion at Ligatus. «Anyone who puts effort into creating relevant content should also use it to acquire customers. To do so, strategic placement on external channels is essential.» Many people still don’t understand exactly how an effective distribution strategy works. Fifty-three percent of respondents stated that the various content distribution channels are not used strategically or coordinated with one another.”.Focus on thematically relevant environmentsThe focus still seems to be on trying to create content that, once posted on the company’s own channels, is so engaging that users share it further, thereby making it visible beyond the company’s channels. However, 71 percent of respondents believe it is difficult to produce highly viral content. According to Scholz, however, this isn’t strictly necessary: «Of course, the content has to be good and relevant to the target audience. However, viral spread driven by users themselves rarely works. It makes more sense to distribute content in thematically relevant environments—that is, where users are actively engaged with the topic in question.».