[John Wanamaker, marketing pioneer]
As Marketing leaders we know that content is crucial to our marketing plans. And most will readily accept that it’s often a case of quantity over quality. In fact, only 31% of marketers say they are successful with content, a stat that hasn’t improved in the past 3 years (CMI, 2021). Worse still, usage is low amongst sales teams, whilst customers report they’re facing a deluge of information.
The problem is, we don’t know which half of our content is wasted. So we continue to produce more whilst our customers report an 18% decrease in purchasing ease for buyers last year (TCA, 2021). Understanding which materials are being utilised and resonating with audiences is vital to manage wasted expense and also create high performing content in future.
If this issue is on your agenda, join us as we explore what the burgeoning data and insights might be able to tell you about your content strategy and stay one step ahead of your customer, competition and sales teams.