Not analytics. Not focus groups. Not even brainstorming. Meetings. That’s where 88 percent of content marketers — that’s right, content marketers — say they come up with their ideas, according to research Rundown released last month.
Chances are, the word “creativity” isn’t the first one to pop into marketers’ minds when they think of meetings. But the “2016 Content Report” doesn’t stop shocking marketers who love metrics.
Content marketers in meetings? Going with the gut earns these marketers confidence — 79 percent of them “believe their team is producing content that their audience loves” — but the emperor has no clothes. “A whopping 82 percent [of marketers] say they don’t have a clear understanding of the ROI their content delivers,” finds the research.
— Lee Odden (@leeodden) March 29, 2016
Here’s what many content marketers are forgetting to do, according to Rundown:
Use Analytics to Align Content With Audiences
“Despite having access to analytics — audience metrics, social media metrics, email metrics, website metrics, etc. — the majority of marketers still make content decisions based on intuition. Content backed by research and data account for a meager 28 percent of all content, while the vast majority of content ideas come from meetings (88 percent) and brainstorming (76 percent).”
Get Organized and Pick Some Metrics
“Echoing the overly optimistic denizens of Bricksburg in ‘The Lego Movie,’ the majority of content teams believe, ‘Everything is AWESOME,’ ” reads the report. “But when teams are asked deeper questions about their process and results, it becomes clear that everything is decidedly not awesome. Content teams are struggling to understand the ROI of their efforts, have difficulty managing their budget, and are inefficient when it comes to allocating resources.”
What do marketers think?
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