Monographic course on Internet Law at CEF.- Center for Financial Studies Know the legal responsibilities that exist in the digital environment to protect your company Monographic course on Internet Law at CEF.- Center for Financial Studies, Know the legal responsibilities that exist in the digital environment to protect your company. Content marketing has become an absolutely essential tool for brands, and the majority of companies are now betting on this relatively inexpensive format to promote the firm, achieve better SEO positioning, build customer loyalty and increase recognition. branded.
But that all bet on content marketing, does not mean that all are clear about what it is serving them, as a new report from Rundown confirms. Thus, the majority of respondents (79%) assure that their team knows how to make the type Kuwait Email List content that their audience loves, that they are fast, organized and efficient when producing content (60%), or that they know the time it takes them to develop each type of content (59%). However, less than half are clear about what works and why exactly, and only 48% say so. Even fewer (46%) know the cost of each type of content, which shows a certain ignorance of its processes, and, therefore, room for improvement for the effectiveness of said content.
But the most alarming thing is that only 2 out of 10 companies clearly understand the return on investment that their content is generating for them. In other words, by now all companies know that content marketing is essential, but they are unable to determine what exactly it is serving them for. It is clear that those fields where attribution is not direct (like this one) can be a challenge, but it is striking that after so many years of content marketing, so little progress has been made in this regard.
The lack of analysis is perceived in different steps of the creative process: not only when evaluating the results, but also when deciding what type of content you want to bet on. Thus, despite having access to analytics such as audience or social media metrics, most marketers admit that they make decisions based mainly on their intuition. Data-backed content is only 28% of the total, while most ideas emerge in meetings (88%) or brainstorming (76%). What are the main challenges when producing content?
For most marketers, the main difficulties in creating content have more to do with the process than with the product itself. In fact, 71% complain about limited resources (be it time, staff or budget) and 68% criticize the complexity of workflows. In contrast, the quality of the content comes third on the list, and only 37% of those surveyed consider it a real challenge. Another 24% emphasize the difficulty of having original ideas that work. Curiously, despite the fact that only 2 out of 10 brands are able to measure the ROI of this format, there are also few who consider it one of the great challenges (only 27%), and in the same way, only 27 % of marketers would prioritize having better data – and managing it – to improve the work of the content team. Something else (37%) also consider it important to have access to predictive intelligence data to be able to adjust content even better to what consumers expect.