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Here’s why Content Marketers believe technology can help them be more effective

By , on June 30, 2015 at 1:13 pm

According to data shared today by eMarketer, content marketers are remain concerned about their ability to create engaging content, and almost half of those surveyed were worried that their content wasn’t creating any engagement at all.  

This is sobering news for sure. Given the amount of energy and resources currently assigned to content marketing within most enterprises, it’s shocking to hear so little confidence in those efforts. Is it a strategy problem? Is it a measurement problem? Is it a resource problem? 

While there are a number of different symptoms cited, marketers seem to agree on a solution:

Technology will change content marketing and help address these issues. When Pan Communications asked marketers which trends they envisioned having the largest impact on marketing over the next five years, 38% cited the convergence of marketing and technology—the No. 1 response.

Adoption of such tools should allow marketers to ensure content creation is tailored to specific customer personas based on data and insights, as opposed to just taking a shot in the dark on each channel, and continuously engage consumers.

It’s a story we’ve heard before — with all the challenges facing content marketers, there’s no choice but to turn to technology and automation. And, used appropriately, those tools can make marketers a lot more productive and effective. 

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Categories: Industry News