Digital Marketing Megatrends 2017
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The study showed that over 7 in 10 prioritised content delivery and distribution over the quality of content but 7 in 10 also focus on creating content with their audience in mind, rather than the brand. This highlights the pressure to deliver relevant content but produce as much content as possible and distribute it effectively, even if it means compromising on quality.
This is often a false economy. With so much content now available competition is extreme. Only by producing exceptional content can you cut through the noise.
The study also found that 7 in 10 marketers expect to produce more content next year than this year.
Content marketers also use analytics tools the most (79% of respondents) - showing they value measurement, but very few use primary research methods such as research done directly with customers to gain insights to inform their content marketing strategy. That means they could be missing valuable insights.
By Robert Jones
Robert is Research Analyst at Smart Insights, he works on member research, improving user experience of the Smart Insights site, our partner research reports and helps produce our member content. He is a member of the Market Research Society (MRS) and has over 5 years experience in Insight and UX.
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