Content is the lever that drives sales and marketing. Good content pulls in customers. Marketers understand this, with 66.1% of them investing in content creation. The strategy is paying off – 52.1% respondents confirmed that appropriate content has helped them in customer acquisition. Online search has always been about content but today the nature and relevance of content has evolved with easy availability of information.
Do marketing departments recognize the role of content in building brands? In the first ever research of its kind, Yorke Communications and
Paul Writer surveyed 145 organizations based in India to find answers to this and more. We polled 185 individuals across industries such as IT/ ITES, BFSI, FMCG/CPG , Services, E-commerce, Education, Real Estate, Media and Manufacturing.

How did they create content?
How and where did they use it?
How do they measure its efficacy?

This report highlights the findings, along with our insights, to help marketers apply it to their businesses.

The key findings of the report include:

70% of respondents are of the opinion that content plays a key role in converting leads
into business
59% said their organizations create content for thought leadership
57% said they generate content for lead generation purposes
54% plan the frequency of content to enable them to achieve their objectives
95% of respondents accessed content on their laptops; 58% said they access content
through their mobile phones
88% of organizations prefer fresh content over re-purposed content
44% of respondents said their organizations have no separate team for content
55% of respondents said their content marketing budgets have gone up by 20%

Read full report here.


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