{"id":126282,"date":"2018-12-06T11:00:00","date_gmt":"2018-12-06T11:00:00","guid":{"rendered":"https:\/\/www.smartinsights.com\/?p=126282"},"modified":"2018-11-30T13:55:40","modified_gmt":"2018-11-30T13:55:40","slug":"the-success-factors-for-content-marketing-in-2019","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/b2b-digital-marketing\/b2b-content-marketing\/the-success-factors-for-content-marketing-in-2019\/","title":{"rendered":"The success factors for content marketing in 2019"},"content":{"rendered":"<h2>New research highlights activities from the top performers<\/h2>\n<p>Joe Pullizzi and team over at the Content Marketing Institute (CMI) have been doing a great job in tracking trends in content marketing over the years. I still think of content marketing as a relatively new label for a marketing technique that has existed as long as print (see <a href=\"https:\/\/www.smartinsights.com\/content-management\/content-marketing-creative-and-formats\/video-history-content-marketing-infographic\/\">this video history of how content marketing has evolved from 1895<\/a>). Yet it\u2019s now ten years since I first read \u2018<em>Get Content, Get Customers<\/em>\u2019 by Joe, which was the first call-to-action to modern content marketing that started the latest trend.<\/p>\n<h3>Content marketing management trends for 2019<\/h3>\n<p>The latest trends and success factors for the year ahead are highlighted in this research, which focuses on B2B marketer responses, but highlights content marketing strategy success factors relevant for many other organisations. These are highlighted by categorisation of respondents by \u2018top performers\u2019 who characterizes his or her organization\u2019s overall content marketing approach as extremely or very successful:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-126283\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-strategy-trends-2019.png\" alt=\"\" width=\"905\" height=\"656\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-strategy-trends-2019.png 905w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-strategy-trends-2019-150x109.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-strategy-trends-2019-550x399.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-strategy-trends-2019-768x557.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-strategy-trends-2019-700x507.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-strategy-trends-2019-250x181.png 250w\" sizes=\"(max-width: 905px) 100vw, 905px\" \/><\/p>\n<p>This chart forms a useful checklist to benchmark your content market strategy (alternatively, see our <a href=\"https:\/\/www.smartinsights.com\/guides\/digital-marketing-benchmarking-templates\/\">free visual digital marketing benchmarking template<\/a> which features a Content Marketing review). Some of the key factors that separate leaders from \u2018also rans\u2019 are:<\/p>\n<ul>\n<li>Having a defined content marketing strategy<\/li>\n<li>Ability to measure content marketing ROI<\/li>\n<li>Using personas to inform content marketing<\/li>\n<li>Buy-in to content marketing from senior leaders in the organization<\/li>\n<li>Prioritizes organizations informational needs over sales\/promotional messages<\/li>\n<\/ul>\n<p>I have also distilled these \u2018success factors\u2019 from this related chart:<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-126284\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-success-factors-2019.png\" alt=\"\" width=\"886\" height=\"568\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-success-factors-2019.png 886w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-success-factors-2019-150x96.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-success-factors-2019-550x353.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-success-factors-2019-768x492.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-success-factors-2019-700x449.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2018\/10\/Content-marketing-success-factors-2019-250x160.png 250w\" sizes=\"(max-width: 886px) 100vw, 886px\" \/><\/p>\n<p>How do your content marketing activities compare?<\/p>\n<div class='postauthor si-guide-block'>\n                    <div class='col-md-4 col-sm-12 si-icon-holder'>\n                        <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/online-marketing-statistics-adoption-usage-digital-platforms\/'>\n                      <img style='border: 0px;box-shadow: none;' src='https:\/\/www.smartinsights.com\/wp-content\/uploads\/2013\/07\/Adoption-stats-guide-Guide-Cover-Creator-1-106x150.png' alt='2024 Online marketing adoption statistics compilation'>\n                        <\/a>\n                    <\/div>\n                    <div class='col-md-6 col-sm-12'>\n                        <p><strong>Q4 2018 online marketing statistics compilation<\/strong><\/p>\n                        <p>Quickly read more of the latest research into content marketing and other digital marketing fields with our statistics compilation. You can use this guide to inform your strategies and get buy-in from colleagues and clients.<\/p>\n                        <p>Access the <a target='_blank' href='https:\/\/www.smartinsights.com\/guides\/online-marketing-statistics-adoption-usage-digital-platforms\/'>2024 Online marketing adoption statistics compilation quick win<\/a><\/p>\n                    <\/div>\n                <\/div>\n<h3 id=\"researchsource\">Research source<\/h3>\n<ul>\n<li><strong>Source<\/strong>: <a href=\"https:\/\/contentmarketinginstitute.com\/2018\/10\/research-b2b-audience\/\">Content Marketing Institute Research - 2019 B2B Content Marketing Research: It Pays to Put Audience First<\/a><\/li>\n<li><strong>Sample<\/strong>: 771 North America respondents who indicated their organization is for-profit, primarily selling products\/services to businesses (B2B), and has been using content marketing for at least one year<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>New research highlights activities from the top performers Joe Pullizzi and team over at the Content Marketing Institute (CMI) have been doing a great job in tracking trends in content marketing over the years. I still think of content marketing &hellip;..<\/p>\n","protected":false},"author":5,"featured_media":126284,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[866],"tags":[1515],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The success factors for content marketing in 2019 | Smart Insights<\/title>\n<meta name=\"description\" content=\"The success factors for content marketing in 2019 New research highlights activities from the top performers Joe Pullizzi and team over at the Content Marketing Institute (CMI) have been doing a great job.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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