In their 2015 B2B and B2C Content Marketing Trends reports, Content Marketing Institute and Marketing Profs presented a sobering view of marketers’ self-perception.
In the aggregate, 63% of B2B marketers and 61% of B2C marketers don’t believe their organizations’ use of content marketing is effective.
These statistics are staggering — especially when you consider that 90% of digital marketers now use content marketing and 69% of marketers are producing more content than the year before.
For our Content Marketing Paradox webinar, we posed the same poll to our audience of 150 B2B and B2C marketers. We found even this self-selecting sample of content marketing-focused professionals to be even more pessimistic.
Not a single marketers was bold enough to rate their content marketing efforts as “very effective.”
| Poll Result | % of Respondents |
|---|---|
| 5 = Very Effective | 0% |
| 4 | 10% |
| 3 | 62% |
| 2 | 26% |
| 1 = Not At All Effective | 3% |
Rather, 91% of respondents rated their own organization’s content marketing as neutral or ineffective.
The research in our Content Marketing Paradox report explains why.
We analyzed 13 million pieces of content from 8,800 brands over 24 months and found that while the output of content per brand increased by 78%, content engagement decreased by 60%.
On social networks, brand-generated content seeing the lowest engagement rates now than anytime in 2013 and 2014.
We’ve arrived at a tipping point where marketers are very good at distributing content, but not very good at creating content that is worth distributing.
So is content marketing collapsing under its own weight? Is it possible to create content that cuts through the noise?
Learn how to get your content strategy back on line — starting at the content creation stage. Get your copy of the Content Marketing Paradox report!