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Half of digital marketers lack content strategy

Richard Bell

Recent analysis of the US digital marketing landscape has suggested that as many as half of all professionals in this field do not have a working plan for content in place.

The findings showed that firms engaging with successful and proven SEO writing services could gain a swift and telling  competitive edge

The 2015 State of Digital Marketing report also revealed that exploiting social media is where really big gains are waiting to be had by businesses. Just 17% of respondents to the poll said that they can show the return on investment from their social channels.

It was stated that correcting for this lack of adequate analytics or having plans in place to respond to the findings could see companies’ sales grow. It also called for a robust alignment between two key processes within the firm: sales strategy and content planning.

Having a different sales strategy to the message being put online will not only confuse customers, but could also mislead.

Highlighting this point, the professionals that responded to the poll who already implemented SEO practices into their online content, and measured the results, were able to clearly demonstrate ROI figures.

Analysis also helped shape where to put focus when it comes to digital marketing.

Of the online marketers surveyed, 37% said that LinkedIn was their best channel. However, it required a type of SEO and content crafting markedly different to other platforms. This contrasts to the 20% stating that Facebook was their biggest driver for sales.

However, in another demonstration of the potential that is presently going begging, a whopping 46% admitted that they had no idea what social media channel was the biggest plus point to their sales figures.

This is perhaps the most surprising element of the report, with it also finding that driving sales, and thereby understanding what works and what will not, remains the number one business objective.

Richard has a First in English Literature and Creative Writing, and has experience writing fiction and short stories (which he has published both online and in magazines).

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