ADOTAS – Marketers all have different opinions about how much content they should be sharing with their audiences each day, but one thing’s for sure: The optimal number has climbed up into the double digits.
Trapit recently conducted a survey of U.S. marketers that showed that the majority of respondents (58 percent) believe effective content marketing requires 10 or more pieces of content every day to boost engagement. The number refers to everything from tweets to videos and blog posts, but can still seem staggeringly high. Some channels, like Facebook, will penalize brands for sharing things that don’t result in “Likes.” On Twitter, it’s possible to lose followers if the stories being shared are considered “spammy.” When it comes to blog posts, writing one – or more – every day can seem impossible if the content team is just one person.
All these requirements add up. Ten or more pieces of content may be ideal, but nearly half of marketers in our survey said they’re not meeting their content goals. Part of this comes down to the workday. Marketers don’t think they’re spending enough time creating and maintaining content strategies. Participants said that they spend 28 percent of their time on content marketing, but, in a world without limitations, they would prefer to double that investment.
Marketers have just over a quarter of their day to create ten or more pieces of content. So what goes into those content strategies today? What will go into them tomorrow? To find out, let’s dig a little deeper into Trapit’s survey findings.
More Time, More Content
Marketers have become jugglers. Aside from writing blog posts and creating other pieces of long-form content, most are maintaining social channels throughout the day. Engagement is the watermark for success when it comes to content strategies and, as we’ve seen, most marketers believe ten or more pieces of content are needed every day to obtain that engagement.
So many marketers feel obligated to just get something out there that there’s no real guarantee of quality or originality. Again, this is the consequence of the time constraints on the average marketer. Next year may be a little different. On average, participants in our survey are planning to increase time spent on content to 33 percent of the day over the coming months.
Setting aside more time for content means distributing more content, but will anyone see it? Poor-quality content means less engagement from consumers who have gotten tired of hearing the same stories over and over. Nearly a third (31 percent) of marketers said that one of the major trends in content marketing was this kind of saturation. When every brand is tweeting four times a day – and sometimes offering the same content as other handles – it’s much harder to stand out.
This could explain why 31 percent of participants also said that personalization is going to be the future of content marketing. If it’s possible to personalize content on an individual level, there’s a much higher chance that prospects will engage with it. Marketing automation platforms are making it easier to deliver different types of content to different personas, but that’s only if marketers have enough time to create the content that goes into those personalized experiences.
Standing Out on Mobile with Multimedia
Our survey revealed that many marketers think mobile habits are going to have a definitive impact on strategy, too. Smartphones and tablet computers have already made companies think differently. Just under half of participants (49 percent) said that mobile search is going to replace traditional discovery routes. This shows us that marketers anticipate that customers will have social or local content-driven journeys instead of inbound queries from search engines like Google. Given the continuing saturation of content, this wouldn’t be surprising.
Since mobile has become such a dominant channel, content has followed by going visual. In our survey, 82 percent of marketers agreed that content was more likely to be consumed if it was visually appealing. Multimedia is a necessary supplement to written pieces, but how many companies are able to produce photos, videos and graphics every day? Going into the New Year, brands are going to need to find a way to efficiently and reliably curate not just blog posts and articles, but videos and photos, too.
Saturation and Curation
Producing ten or more pieces of original content a day takes too much time and defeats the purpose of social media. Content marketing is supposed to build thought leadership and brand awareness, in part by sharing things from third-party sources. That’s why most marketers (74 percent) say that content curation is an important part of their content strategies. However, the saturation of content especially affects content curation. Over half of participants (60 percent) said that it was difficult to find content that isn’t also being shared by peers and competitors. Fifty-seven percent said that finding the right content in the first place is proving to be a challenge.
There’s a clear need for a better way to curate content that simplifies and refines the process. A better way to curate could mean more engagement and less of a burden for marketers. This is where automation will have to meet personalization. If marketers could automate social channels with dynamic, real-time content that learns from user’s choices, they could create fully branded experiences with curated content, offering prospects and customers highly relevant blog posts, articles, videos, photos and more.
Content marketing is all about positioning a brand as a valuable and helpful industry resource so that when consumers are ready to buy, the company with the best content is the one that comes to mind first. Automating content curation in a way that goes beyond simple scheduling and draws from only original, relevant sources could provide companies with the tools needed to cut through the clutter. A new way to curate content could revolutionize content marketing, providing a better and more targeted content experience for both marketers and customers.
Want to learn more? Download Trapit’s full survey report here!