IMN - About Our Company

IMN - About Our Company

IMN Reveals that 78 Percent of Marketers Say Content Marketing is a Priority

WALTHAM, Mass. – December 17, 2012 – IMN, the digital marketing company that delivers branded newsletters and content for vertical markets, today unveiled the results of its multi-industry content marketing survey. IMN polled marketers across multiple industries on the current state of their content marketing programs including the structure, goals, challenges and program measurement practices, to serve as a benchmark for market trends among small to medium sized businesses (SMBs).

The results revealed that, regardless of industry, finding and sourcing relevant content and internal resource constraints were the top two roadblocks to successful content marketing programs. Additionally, respondents indicated that their content marketing strategy was a significant priority in their overall marketing plan, with 78 percent of respondents indicating that content marketing was either a medium or a high priority. However, 52 percent of respondents did not have a separate content marketing strategy in place for each channel it distributes content through, including email, social media, newsletters, blog, website and video, and only 32 percent of respondents had a content marketing calendar in place to track the topics that would be covered, when and by whom.

When the survey results were broken down by specific industries, the following trends emerged:

  • The credit union (33 percent) and direct selling (31 percent) sectors had the highest number of respondents replying that their organizations have a formal content marketing strategy in place.
  • The financial services (75 percent), insurance (50 percent) and software (50 percent) industries are the most advanced when it comes to having separate content marketing strategies for each channel. The automotive (14 percent), banking (14 percent) and franchise (0 percent) sectors were the least likely to have separate strategies in place.
  • Financial services (50 percent), insurance (50 percent), software (50 percent) and banking (43 percent) industries had the highest percentages responding that they do have content marketing editorial calendars in place.
  • The insurance (50 percent), credit union (33 percent), financial services (33 percent), banking (29 percent) and automotive (19 percent) sectors are concerned about the regulatory compliance of the content they distribute.
  • Across industries, website, newsletters and social media consistently ranked as the most effective content marketing vehicles, except for the financial services and software sectors, which did not list social media at all (email campaigns completed each of their top three). Also, respondents from the insurance industry ranked video higher than social media.
  • Open rate metrics for email blasts is the most popular form of content marketing program measurement for the automotive, banking, financial services and insurance industries. For franchises, software firms and direct selling organizations, the number of incoming leads was most popular. Revenue increases were the most frequent type of measurement used by credit unions.

"The survey revealed to us that while content marketing is important to small and medium sized businesses, there is still great opportunity across industries for companies to improve and fine tune their strategies to drive deeper engagement with customers," said Nancy Liberman, vice president, marketing, IMN. "By acting more like publishers, these organizations will be able to more successfully maintain and grow an effective content marketing program."

To see more of the survey results and key takeaways in IMN's "How Engaged Are Your Customers?" please download the white paper here.

About IMN
IMN is the digital marketing company that delivers branded newsletters and content for more than 3,000 organizations worldwide. By combining custom, vertically-oriented content with advanced publishing technology and services, IMN enables companies to engage with their prospects and customers to drive business results via email, mobile and social platforms. In addition to taking advantage of IMN's expertise within the automotive, banking and direct selling industries, customers benefit from analytics-based intelligence that provides insight into buying behavior and purchase preferences to successfully encourage brand loyalty and generate leads. For more information, visit or the IMN Blog. Follow IMN on Twitter @loyaltydriver or engage on the IMN Facebook brand page.