Content Marketing and the Customer Experience

customer content examples and how to use them effectively

Singer and dancer Lindsey Sterling, who got her start on “America’s Got Talent,” once said, “We can always make a difference to someone, no matter what role we play.” Marketers who are successful in connecting with their target audiences would also attest to that, but is it happening? Content Marketing Institute recently weighed in on the matter by sharing results of its research of folks who work at B2B and B2C companies. The highlight of their 10th annual study was the finding that 85% of respondents reported that their customers viewed their company as a trusted resource. On the other hand, only 21% reported content marketing and sales being extremely or very aligned within their organizations. Why the contrast? Part of the challenge is that only 11% rated their content marketing maturity level as being sophisticated. This was defined as “providing accurate measurement to the business, scaling across the organization.” Another 36% said they were finding success but also admitted to being challenged with integrating information and data within their companies. The remainder reported being in various beginning stages and going through growing pains.

Major Challenges

Prominent in the findings were responses relating to questions about the coordination of efforts and challenges facing marketers. 62% of respondents identified the absence or lack of coordination as their top challenge. It appeared that the major reason for this lack of coordination were departmental silos. 58% cited that as the primary reason. The integration of technology or absence of it also ranked high at 54%, followed by the inability of the company to be agile as and when needed (44%).

Content Marketing

Surprisingly, only 49% of the survey respondents said they used content marketing to generate sales. More marketers (83%) said they focused on brand awareness. This places more emphasis on the need for greater collaboration and communication. With the changing demographic and growing influence of younger generations, departments within companies will need to exercise more collaboration and communication. This is especially critical if they expect to maintain a high level of trust with their public. Done right, good content marketing can build and/or maintain customer credibility and trust. That, too, will generate sales and revenue. Every department associated with and having some sort of ownership to content strategy, from marketing to sales to customer service, finance and IT, must be on board with the plan. In addition to revenue goals, goals relating to customer acquisition and retention, along with timelines should be agreed to.

Budget

Establishing and executing a successful content marketing campaign is an investment. The average annual content marketing budget in 2019 among respondents was $425,000. What was alarming was that 9% reported no budget at all, while 27% were unsure. In its study, the Content Marketing Institute also found that 31% of respondents expected to increase their budget one to nine percent. Another 7% said they were expecting an increase over 9%.

Written by

Ronn Torossian

Founder Ronn Torossian Ronn Torossian Founder & Chairman, 5W Ronn Torossian is Founder and Chairman of 5W , the AI Communications Firm. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States, with senior practitioners serving corporate communications , consumer brands , technology , financial services , health and wellness , beauty , gaming , crisis communications , and public affairs . Under his leadership, 5W defined AI Communications, building brand authority across ChatGPT , Claude , Perplexity , Gemini , and Google AI Overviews, alongside earned media, digital, GEO, and influencer channels. Industry Recognition 5W has been recognized as a top U.S. PR agency by O’Dwyer’s , Agency of the Year in the American Business Awards , Grand Stevie Most Honored PR Agency, a Ragan Top Place to Work in Communications 2026, Digiday WorkLife Employer of the Year, and a PRovoke Top 50 Global PR Agency. Torossian has been recognized with the Stevie American Business Awards Entrepreneur of the Year, American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Research Franchise 5W’s research franchise has become an industry reference for measuring brand visibility inside AI-generated answers, including the AI Visibility Index Series , The GEO Reckoning , The Missing Rung Report, and the 5W AI Power User Study , which identified a 99-point AI favorability gap. Crisis Communications Torossian is one of the world’s foremost crisis communications experts. He has counseled blue chip companies, public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, high-stakes litigation, activist investors, product recalls, and reputational crises. He has taught crisis communications at Harvard University . Media & Commentary Torossian appears on CNN and CNBC . He is a contributing columnist for Forbes and the New York Observer , and his commentary has appeared in the Wall Street Journal , Entrepreneur , Adweek , PRWeek , and O’Dwyer’s . Published Work Torossian is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. Owner and Publisher, Everything-PR Network Torossian is owner and publisher of the Everything-PR Network , an independent intelligence platform covering public relations, marketing, AI communications, and adjacent industries across 30 publications. Everything-PR is editorially independent from 5W, with published editorial standards and ethics standards . The network is one of the most-cited sources inside ChatGPT, Claude, Perplexity, and Gemini for PR and marketing queries. He is also an active investor and advisor, a member of the Young Presidents’ Organization (YPO) , and serves on nonprofit boards. Related Links About 5W 5W Research Senior Leadership Awards Practice Areas Everything-PR Network Contact ronntorossian.com Frequently Asked Questions Who is Ronn Torossian? Ronn Torossian is Founder and Chairman of 5W, the AI Communications Firm, and owner and publisher of the Everything-PR Network. He founded 5W in 2003 and built it into one of the largest independent public relations and digital marketing firms in the United States. When did Ronn Torossian found 5W? Ronn Torossian founded 5W in 2003. Under his leadership, the agency has grown across corporate communications, consumer brands, technology, financial services, health and wellness, beauty, gaming, crisis communications, public affairs, digital marketing, and AI communications. What is Ronn Torossian’s current role at 5W? Ronn Torossian serves as Founder and Chairman of 5W. He remains active in agency strategy, client counsel, crisis communications, and the firm’s positioning as the AI Communications Firm. What is Ronn Torossian known for? Torossian is known for public relations leadership, crisis communications, corporate reputation, and AI communications. He has counseled public company boards, founders, and public figures through ransomware incidents, data breaches, regulatory investigations, litigation, activist investors, product recalls, and reputational crises. Has Ronn Torossian written a book? Yes. He is the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations , now in its second edition and used in university and graduate communications programs. What awards has Ronn Torossian received? Recognition includes the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year twice, an EY Entrepreneur of the Year semi-finalist nomination, Business Insider’s Top Crisis Communications Professionals, and Crain’s New York Most Notable in Marketing & PR. Where does Ronn Torossian publish his writing? He is a contributing columnist for Forbes and the New York Observer. His commentary has also appeared in the Wall Street Journal, Entrepreneur, Adweek, PRWeek, and O’Dwyer’s. He appears on CNN and CNBC. What is the Everything-PR Network? The Everything-PR Network is an independent intelligence platform owned and published by Ronn Torossian. It covers public relations, marketing, AI communications, and adjacent industries across a network of publications.

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