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Benchmarking content marketing

Author's avatar By Dave Chaffey 15 Apr, 2013
Essential Essential topic

How are companies managing content marketing today?

Lee Odden gave a great webcast on Creative Content marketing for Smart Insights on the 12th April - thanks if you attended and many thanks Lee for your great insights! If you want to catch up on Lee's advice and examples you can review it at the end of this post.

A couple of quotes from Lee to live by in your content marketing that I picked out are:




I also wanted to share the results of some of the polls that Lee and I devised for the webcast. These Votes are good for increasing the interactivity in a webcast, but also give some really interesting insights into how companies are managing content marketing. Of course, these are just informal polls since we don't collect profile information at the same time, but we still hope they're useful to compare your approach to others.

This is what viewers on the webcast said:

1. Benchmarking content marketing maturity

Lee described the Altimeter framework for reviewing content effectiveness.

Here are the poll results:

This may be reassuring if you think you're not that advanced, but perhaps the advanced folks weren't voting!

2. Content marketing formats

Of course people will use a range of formats, but we could only ask about one, so we chose the technique used most commonly.

3. Engaging through content marketing

You may have seen our content marketing benchmarking matrix which we designed as a way of benchmarking the content marketing you offer against competitors and thinking of new types of content.

Here we asked companies where the bulk of their content lies. If most of your content is in one quadrant then you may be missing opportunities to support lead generation or sales.

4. Benchmarking management of content marketing

Finally, we simply asked people how they managed the creation of their content marketing. You can see that many people are managing content marketing in house.

If you want to explore more, here is the webcast...

and the Slideshare...

Creative content marketing ideas with Lee Odden from Smart-Insights
Author's avatar

By Dave Chaffey

Digital strategist Dr Dave Chaffey is co-founder and Content Director of online marketing training platform and publisher Smart Insights. 'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing. My personal site, DaveChaffey.com, lists my latest Digital marketing and E-commerce books and support materials including a digital marketing glossary. Please connect on LinkedIn to receive updates or ask me a question.

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