Challenges, Successes, Trends & Opportunities
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Think about your two biggest content marketing successes over the past 12 months. Now, think about your two biggest failures. Of your successes and failures, how many can you attribute to proper or improper content planning? If you’re like most marketers, the answer is all four.
Legendary business philosopher Peter Drucker once said that “unless commitment is made, there are only promises and hopes, but no plans.”
As marketers, we’re in the business of making promises and raising hopes. We also know that unfulfilled promises are a surefire way to send our audience packing.
Yet when it comes to planning our own success, many of us over-rely on hope to see our strategy through to results.
To help marketers better understand content planning’s role in success, and how we, as an industry, can make a stronger commitment to content planning, DivvyHQ teamed up with TopRank Marketing to poll nearly 400 marketing practitioners and executives.
And to ensure our 2018 Content Planning Report contains value beyond intriguing data points, we also tapped leading voices in content marketing (shown below) for their advice.
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In 2017, 5% of marketers said they did not follow a consistent process.
In 2018, that figure rose to 15%.