Content Marketing: Issues for the modern marketer Different Approach – Same Issues Content marketers all have diverse approaches in which to distribute their content, each catering to their own respective industries. Though the content style varies (e.g. humorous articles, data-driven reporting, infotainment approach etc.) and the manner in which they are distributed changes as well (e.g. blogging, videos, images etc.), the main challenges remain the same: Content creation speed, and collaborating with their company’s different business units. Study Results According to the study entitled “2014 Senior Marketing Executive Insights Survey” by Percolate, 31% of senior marketers say that creating content faster is a major challenge for their teams, with a similar percentage saying that collaborating with other teams and partners is their major concern. The other difficulties they’ve encountered are content volume (29%); a unified platform for planning, creating the content itself, and publishing (25%); and keeping track of all of their team’s tasks and goals (24%). Planning in Content Marketing Though content creation speed is clearly very important, planning for the content itself is no easy task. 37% of senior marketers say that planning is imperative for success, followed next by converting new traffic (24%) and creative inspiration for their article (21%). Given how commonplace this planning issue is, thankfully there are already several methods to get around this issue. An example would be that 51% of senior markets use topics, such as active lifestyle or fast fashion, to help plan for their content, and there are 14% who just are more inclined to spur of the moment advertising, not planning for their content within the next 6 months. Other marketers also employ techniques to decide what kind of content their target markets are interested in. 31% of marketers rely on the successes and failures of their previous campaigns, while another 31% regularly observe their social media accounts either real time or intermittently. There are of course still some mavericks in the industry, with 28% relying purely on personal instinct, but that’s not to say that some channels need more planning than others. In the recent study, we found that a quarter of senior marketers plan for a month or beyond for their most popular media channels (Weibo & WeChat for the China market).Channels & Resources To succeed today, marketers need to acknowledge that mastery over several different mediums is an invaluable key to success. Email newsletters (57%), images (49%), and short-form content (such as posts on Weibo), are the most popular forms of content that their companies make. There are different levels of approval for all these platforms. Case in point: 60% of senior marketers say that the content they generate usually goes through at least 2 or 3 individuals before going live; 51% would say likewise for their images, videos, and other visual media. Of course, not all companies have the resources to execute stringent guidelines to assure the quality of their content. To get around this, these smaller companies rely on outsourcing. A quarter of senior marketers say that outsourced content is a great way to compensate, with nearly half considering it useful for a lot of situations, though not all.
Posted on: Fri, 23 Jan 2015 04:19:10 +0000
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