Infographic – The Dark Side of Content Marketing

Infographic – The Dark Side of Content Marketing

As any content marketer can (and probably will) tell you, the profession isn’t just fun and games. On the surface, content marketing may look like an on-the-fly mix of content creation and sharing activities, but, in reality, it’s anything but impromptu. Successful content marketing is calculated – built on a great deal of data-driven strategy and planning.

Laying this groundwork for content marketing isn’t easy, but it certainly is important. In honor of Halloween, we’ve drummed up an infographic that highlights some frightening metrics associated with content marketing that neglects preparation.

The infographic this week comes to us from Scripted. Titled “The Dark Side of Content Marketing,” it prevents some facts that are sure to make a content marketer cringe. Though, once you’re thoroughly scared, the infographic does conclude by presenting the “Light” side as well.

Some key takeaways from the dark side of content marketing include:

  • Only 21% believe they are successfully measuring content marketing.
  • Between 30% and 40% B2B content that is created is never used.
  • 48% of content marketers don’t have a documented content marketing strategy.

On the light side of content marketing, additional points of note include:

  • Using content-driven tactics saves an average of 13% in costs per leads.
  • Customers who receive email newsletters spend 82% more.


[Click to Enlarge]

Infographic the Dark Side of Content Marketing by Scripted




Let us know what you think:

  • Do you have any content marketing horror stories?
  • What content marketing lessons have you learned?
  • Do you spend most of your time on the “dark” or “light” side of content marketing?



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Matt Leap

Director of Marketing at HiP
Matt Leap is a marketer who enjoys wearing many hats at HiP. Among other things, he handles HiP's content marketing efforts and acts as the editor-in-chief of the HiP Blog. Matt is also a regular contributor to the blog. Matt brings five years of digital marketing and blogging experience to HiP, having worked in both the B2B and B2C sectors. Matt's expertise includes content marketing, content strategy, marketing automation, lead generation, SEO, and SEM. In his personal time, Matt enjoys sports, movies, technology, reading, and writing.
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