Content creation takes time. Lots of it. And time is something most executives and subject matter experts have precious little of. Yet companies now realize the absolute necessity to get in the digital content game. The question is: are they doing it as well as they could? And the answer is: apparently not so much…
The “B2B Content Marketing - 2016 Benchmarks, Budgets and Trends - North America” (the 6th of its kind) published by the Content Marketing Institute and MarketingProfs, and sponsored by Brightcove exposes the fundamental lack of progress on the content marketing front.
- Only 30% of B2B marketers say their organizations are effective at content marketing, down from 38% last year (i.e. 70% say they’re not…)
- On average, B2B marketers allocate 28% of their total marketing budget to content marketing (but the most effective ones allocate 42% to 46%...)
- 72% of marketers say they want to create more engaging content (i.e. only 28% say their content is engaging enough)
Clearly, interest in creating quality, engaging content marketing isn’t the issue. The challenge lies with determining what the strategy should be, and executing that strategy efficiently and cost-effectively.
- 68% of organizations don’t have a documented content marketing strategy
- 60% struggle to produce engaging content
- 57% fail to produce content consistently
There are many factors contributing to this situation, not the least of which being the constant and rapid rate of change affecting the marketing ecosystem. Relevant content is no longer good enough. Audiences want relevant, but they crave fresh, grocery-store fresh. If it’s been on the shelf for a couple of weeks, it’s expired and must be replaced by something newer - i.e. your competition steps in.
This incessant pressure on marketers to adapt, react and anticipate ever changing trends leaves little time to strategize about content, or think about how to produce it consistently and with the required quality, all the time. Companies need new ways to create large volumes of engaging content, fast.
Talking about volume… what if you could speak your way to quality content rather than having to write it? What better way to engage than to have a conversation, and bring that conversation at the center of your content creation process?
Recording conversations between the company and its customers, suppliers and partners discussing their success stories, increases engagement, creates a new shareable form of content (interview, podcast, audio segments) and generates hundreds of pieces of content that can be used to power blogs, newsletters, guest posts and social media channels. All of this with minimal impact on anyone’s time.
Optimizing processes, creating efficiencies and helping businesses achieve peak performance is our core focus at Axellium. Heck, it’s what we live for.
We’ve developed an end-to-end, highly efficient content marketing creation process leveraging facilitated interview to help companies turn the corner and get on their way to content marketing bliss with minimal time and effort on their part.