That’s what 333 enterprise marketers (in companies with 1,000-plus employees) told us during CMI’s latest annual content marketing survey.
We asked an open-ended question about top content-related priorities for 2024 and learned they’re focusing on these areas:
- Streamlining the content creation processes, encouraging collaboration between teams, developing cohesive content strategies, and establishing efficient content workflows
- Creating personalized content journeys, developing content tailored to audience segments, and addressing different personas at various stages of the buyer’s journey
- Aligning content creation with SEO strategies, improving organic search results, optimizing existing content, and creating new SEO-driven content
- Establishing their companies as industry thought leaders to build brand awareness and improve brand storytelling through content creation
- Repurposing existing content, expanding content across various platforms, and developing multimedia-friendly stories
- Emphasizing video content creation, focusing on product-related videos, producing high-quality content, and using video for product promotions, educational content, and social media engagement
- Improving content analytics, measuring content performance against KPIs, attributing content value to ROI, and leveraging data to inform content strategies.
We also asked these enterprise marketers for their predictions for 2024. This respondent explains the laser focus on effectiveness this year:
I’ll share more marketers’ predictions as I take you through the rest of the findings from CMI’s Enterprise Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2024.
Content Marketing Institute conducts the annual content marketing survey with MarketingProfs every year. These findings come from the 14th annual content marketing survey of 1,080 marketers around the globe conducted in July 2023. (For more information, see B2B Content Marketing Benchmarks, Budgets, and Trends). This article focuses on answers from the 333 enterprise respondents.
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