The study showed that over 7 in 10 prioritised content delivery and distribution over the quality of content but 7 in 10 also focus on creating content with their audience in mind, rather than the brand. This highlights the pressure to deliver relevant content but produce as much content as possible and distribute it effectively, even if it means compromising on quality.
This is often a false economy. With so much content now available competition is extreme. Only by producing exceptional content can you cut through the noise.
The study also found that 7 in 10 marketers expect to produce more content next year than this year.
Content marketers also use analytics tools the most (79% of respondents) - showing they value measurement, but very few use primary research methods such as research done directly with customers to gain insights to inform their content marketing strategy. That means they could be missing valuable insights.
By Robert Jones
Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.
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