The Content Marketing Institute (CMI) released its 2015 findings from its study and survey of content marketers who work in the manufacturing industry. The survey found that many of the marketing trends in the manufacturing industry mirror the ones of other industries. The CMI reported that of all the marketing groups surveyed, those marketers in the manufacturing field reportedly had the hardest time tracking ROI and only 12% say they are successful at understanding the benefits of their marketing programs.
Along those lines, other key findings suggested that sales is their top marketing goal but only 48% of marketers in manufacturing actually use it as a metric or measure it against their marketing goals. While measuring ROI of any campaign can be a challenge, CMI says finding a way to judge effectiveness of marketing programs is paramount. In a recent article, CMI stated: “At CMI we talk about how the content you create needs to directly impact your business goal(s). If you don’t know how your content will move the needle for your business, it probably won’t.” CMI says that marketers in manufacturing need to “Find your single version of the truth so everyone working on content marketing is focused.” [Read more…]