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ROI, curation are keys to content marketing in 2014

When it comes to proper content marketing, marketers are not in full agreement on benchmarks for the quantity of materials needed to engage consumers. There are also large disparities between what marketers are doing and what they believe best practices to be, according to a survey by Trapit, Inc., a provider of content curation solutions.

Daily content minimums vary greatly among marketers
It would be ridiculous to assume that all companies would agree on the levels of content needed to drive business. Different organizations have varying tactics, so some disparity among numbers would be expected. However, when the survey asked how much content is needed to engage customers, answers ranged from zero to 135. Such a wide range skews the numbers a bit, but the average comes to 15 pieces each day. The small majority – 19 percent – believe 10 is a solid number. Nearly 60 percent fall somewhere between 10 and 135 per day.

Overall, one, five and 10 pieces were the most agreed upon numbers. For the most part, the number just shows that marketers have very different opinions on what constitutes engagement and how much work is needed to improve it. Other statistics provide a clearer picture of where Internet marketing professionals stand on content creation:

  • 45 percent of marketers don’t believe their companies share as much content each day as they should
  • 74 percent believe curation is an important part of their content strategy
  • 82 percent believe that content is more likely to be consumed if it is visual, such as photos and video
  • 49 percent believe that mobile content consumption habits will displace traditional search discovery routes

What it all means for marketers in 2014
The survey suggests that marketers have a lot of self-discovery to do in the next year when analyzing future marketing strategy. That fact that marketers’ beliefs in what they should be doing vary greatly from what they are doing means they are wrong about one or the other. Likely, it’s a little bit a both and all companies could benefit from increased ROI to measure the most effective levels of content.

The survey also makes the case for content curation. While marketers said that they spend 28 percent of their time on content marketing, they again believed that should devote nearly half. That’s not a surprise given the average number of content was 15 pieces per day. In order to meet such a demand for content, curation will be necessary. Few marketing departments have the resources to provide 15 pieces of entirely original content each day.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.