TECH SUPPLIER Mar 2020 - Conference Proceeding: Tech Supplier - Doc # DR2020_LAL5_KS
Blueprint for Better Content Performance
By: Kathleen Schaub
These event proceedings were presented at IDC Directions in March 2020.
Content is 9.9% of the average tech company's marketing program budget — the third-largest program investment, according to IDC's 2019 CMO Advisory Tech Marketing Benchmark Survey. According to a study sponsored by IDG Communications, 58% of tech marketers expect to increase their content budget. Yet 77% of these executives report that their ability to measure content ROI is inadequate. The key to better outcomes is a content plan that aligns analytics and promotional strategy along with the typical message, creative, and distribution plan. IDC shares the Performance Marketing Insights step-by-step blueprint and case studies in this interactive session.