shutterstock_165235082.png Content marketing is never as easy as it sounds. First you have to identify your key audiences, messages and platforms. Then you have to create the content. A new report sheds light on the challenges marketers face when it comes to creating unique content experiences. Content Marketing Challenges
For a report called ” Curation: What Does It Mean To Marketers? A look at the current state of curation in content marketing ,” Trapit surveyed US marketers to understand their perceptions of content marketing, curation and consumption.
The results show marketers are overwhelmed by content development. They spend more than a quarter (28 percent) of their time on content marketing in an effort to share 15 pieces of content per day, which they deem necessary to properly engage with their customers. Yet nearly half admit they are not able to keep up with their content demands.
While the survey doesn’t necessary provide definite answers as to why content marketers feel unable to keep up — we can infer some of their struggles from their answers about what types of content they need and they type of platforms where it needs to publish to. For instance, 82 percent of marketers believe content is more likely to be consumed if it is visual, signifying the value in photos and video content. Additionally, approximately 49 percent of respondents believe mobile content consumption habits will displace traditional search engine discovery routes. Altogether, producing visual content that’s both engaging and mobile-friendly is hard for many marketers — especially if it involves including more people, more money and more time to create. Is Content Curation the Key?
It’s worth noting that Trapit is in the curation business and believes curation is the cure for the content marketing blues. And it might be right. The survey showed that a majority (74 percent) of marketers agree content curation isan important part of their content strategy. So why isn’t content curation, that is — the process of collecting, organizing and displaying information — relevant to a particular topic or area of interest, helping marketers with their content marketing? Trapit Content Curation and Content Marketing It could be that there’s only so much content worth sharing. Sixty-percent of marketers indicated “it’s hard to curate original content that my peers/competitors aren’t also curating.” If by curating others’ content, you hope to position yourself as an authority on a specific topic or within a specific industry — competing to be [...]