The State of Content Production: Benchmarks and Action Items

by Eloqua on February 13, 2014 in Content Marketing

We know content marketing works, but we also know that it can pose organizational challenges for marketing teams. Through our recent report – Eloqua Community: The State of Content Marketing 2014, we learned that nearly half (44%) of respondents identified content production as their biggest challenge. This trend is validated by other content marketing benchmark reports, which indicates that there’s a viable learning curve for marketers navigating the production process.

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When it comes to Modern Marketers specifically, we learned that:

  • White papers, webinars, videos and case studies are the content assets of choice for Modern Marketers. These asset types are used in primarily demand generation, lead nurturing and brand awareness campaigns.
  • Blogging is a core Modern Marketing activity. Only 17% don’t blog and 11% infrequently, with 33% publishing 2-5 blog posts per month and 39% publishing 6 or more posts per month.
  • 54% are producing a content asset (excluding blog posts) every two weeks or less frequently. Less than half (42%) of respondents produce one or more assets per week, with an impressive 29% of respondents producing multiple assets per week.
  • Blogging is a proxy for content production. A majority (66%) of organizations are not blogging or doing so infrequently (producing one content asset every two weeks or less), and only 12% are producing multiple content assets per week.

While marketers are increasingly executing on their understanding of critical messaging and delivery, there are still some road bumps with respect to production.

Production can ecompass different initiatives for your teams, but the organizational and strategic components often read true regardless of your company or audience’s landscape. Here is a list of items to keep in mind to maximize your production principles.

  • While white papers, webinars, videos and case studies are the content assets of choice cited most in this study, find your sweet spot by testing these different asset types across your communication channels.
  • If you aren’t blogging, your audience is gleaning valuable information from sources that, simply put, aren’t you! Marketers ask for any meaningful way to engage with their customers, and blogging is an immediate method of doing so. Cultivate a role in their research.
  • Frequency is not necessarily relegated to your program objectives. Content to support objectives like lead nurturing and demand generation can sometimes call for a different approach than for brand awareness. Consider this when mapping out your publishing schedule.
  • Maximize the value of your content efforts. Content assets “from scratch”, or the proprietary content your team creates, can and should be used to create additional components. For example, take your webinar recording, present the transcript as a Q&A brief, offer the video on demand, publish a FAQ to your customer community based on the questions asked in the webinar forum, etc.

Next up in this four part blog series, we’ll be exploring The Use of Third Party Content. Stay tuned for more!

The full Content Marketing Benchmark report can be downloaded here.

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