For enterprise content marketers, 2024 is all about efficiency and results.
That’s what 333 enterprise marketers (in companies with 1,000-plus employees) told us during CMI’s latest annual content marketing survey.
We asked an open-ended question about top content-related priorities for 2024 and learned they’re focusing on these areas:
- Streamlining the content creation processes, encouraging collaboration between teams, developing cohesive content strategies, and establishing efficient content workflows
- Creating personalized content journeys, developing content tailored to audience segments, and addressing different personas at various stages of the buyer’s journey
- Aligning content creation with SEO strategies, improving organic search results, optimizing existing content, and creating new SEO-driven content
- Establishing their companies as industry thought leaders to build brand awareness and improve brand storytelling through content creation
- Repurposing existing content, expanding content across various platforms, and developing multimedia-friendly stories
- Emphasizing video content creation, focusing on product-related videos, producing high-quality content, and using video for product promotions, educational content, and social media engagement
- Improving content analytics, measuring content performance against KPIs, attributing content value to ROI, and leveraging data to inform content strategies.
AI use: Enterprise marketers lag in adoption
Only 58% of enterprise marketers surveyed use generative AI tools, 14 percentage points less than the use by B2B marketers as a whole.
Why are fewer enterprise marketers adopting generative AI?
Here’s one reason: More than a quarter (27%) say they’re under corporate mandates not to use generative AI. Only 19% of all B2B marketers say they have a mandate not to use (more on that below.)
Other reasons include accuracy concerns (37%), lack of understanding (24%), lack of training (22%), and copyright concerns (21%). Fourteen percent are unsure, and 24% say they have other reasons.
What are those who use generative AI tools doing with them? More use the tools to brainstorm new topics (39%) and research headlines and keywords (36%) than use them to write drafts (31%).
Still, fewer say they use AI to outline assignments (17%), proofread (12%), generate graphics (7%), and create audio (4%) and video (4%).
Read More at Content Marketing Institute
