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The 90% of companies already includes content marketing within your marketing plan, an area to which allocated 12% of its budget.

The main goal of your content strategy is to generate leads or what is the same, new customers. According reflects the latest Content Marketing Survey, published by IMN. As companies have grown in this area, and devote more and more resources, your focus is specifically on attracting potential and potential customers interested in purchasing their services or products.

The level of professionalism of the companies have reached such level that 11% of these marketers think your experience and skill level to implement and manage content marketing strategies has increased considerably. In fact, many companies and brands can now even claim to be consider as authentic content producers.

This experience leads them to make tangible goals and be able to measure the results of their actions. Thus, 44% of the nearly 100 companies that participated in the survey indicated that their main challenge is to get leads through such actions. This determination is proof that companies have clearer how their investment than the previous year, when only 16% said they worry about achieving that goal.

According to the survey, followed in order of importance to increase brand awareness and generate engagement (19%), concerns that last year topped the list. The goal that has gone down in importance compared to 2012 is to increase customer loyalty. Appear in third (17%) currently only 7% placed this goal as a priority, something that could be troubling. One can only hope that companies develop other strategies to achieve this goal, as it might be to strengthen your customer service through social channels.

The good news is that no company scored a priority to increase their profits, which in the previous period was important for 9% of companies. This stance gives an awareness to the need to add value and give the customer reasons to own initiative want to bet on the brand.

The company has become increasingly clear that content marketing is essential as an integrated part of their marketing strategies, being aware that “traditional communication just does not make sense”, since it does not usually arouse the same interest and achieves the levels of engagement that brand content more attractive.

Another relevant issue in all this, is directly related to the ways in which these companies are based to measure the results of your strategy.

The companies have also evolved in terms of measuring results. The 49% of companies draws on the number of potential contacts made when evaluating the effectiveness of its strategy. Last year, only 1 in 5 companies paid attention to this metric. For its part, the principal measure based on which marketers in 2012, the open rate of your campaigns email marketing (24%) has fallen almost into disuse (6%).

This strong commitment to content marketing by 90% of marketers should exert greater investment budget, which currently spends just 10%. Let us hope that in the near future increases, and thus the positive results of the companies.