In a study titled B2B Content Marketing: 2015 Benchmarks, Budgets and Trends-North America, there is an interesting set of statistics concerning how common it is to find a content marketer who is actually working with a plan.
Only 35% of content marketers say they work from a documented strategy to guide them in their efforts. Nearly half of them (48%), say that they do have a strategy they follow but that it is not documented.
In other words, about half of content marketers claim to be working from a plan. But not one that they can show you. And only about a third of them actually have anything written down about what they’re doing now and what they plan to do for you. Why should you care about this? It’s all about the numbers and the final results that you get.