Brand content is a company’s greatest asset for building credibility, and also drives SEO and other marketing efforts, but brand marketers are making key mistakes that are preventing them from capitalizing on content demand, new research from on-brand content creation firm Lucidpress reveals.
The firm’s latest survey reflects brands’ relationship with content, and the resulting 2021 Content Effectiveness Report shows how brands are dealing with a rising demand for content, their perspective on content performance and the impact brand consistency and personalization could have on their revenue.
Survey results show that the majority (85 percent) of respondents have seen an increase in demand for content in the last year, but several issues prevent them from truly taking advantage of this demand:
Three of four (77 percent) respondents see off-brand content created at their company. However, more than two-thirds (68 percent) say brand consistency has contributed between 10-20+ percent of their revenue growth. For a company that does more than $10M in sales per year, that’s millions of dollars lost due to inconsistency.
Forty-three percent of respondents said that the majority of their customers expect personalized content, but only 32 percent of respondents said the majority of their content is personalized. Only 21 percent of respondents report more than 75 percent of their content is personalized.
Lack of confidence in content
Nearly three in ten respondents (28 percent) said that less than 25 percent of consumer decisions are impacted by their content. Only 27 percent of respondents actively measure the ROI of the content they produce.
Constraints to creating content
About four in ten (39 percent) respondents report that it takes around one week or more to fulfill content requests, and only 11 percent say their requests can be completed in less than a day. Should brands develop a way to overcome this content bottleneck, personalized marketing content could increase a brand’s revenue by 48 percent on average, the survey finds.
“Most businesses are trying to figure out how to scale content without an understanding of how effective their content actually is. Understanding the ROI of your content will help you make the right decisions on where to invest in a world where content is still king,” said Owen Fuller, CEO of Lucidpress, in a news release.
The report surveyed 452 professionals from various industries, including professional services, real estate, education, non-profit and tech. The report offers deep insight into how content is and isn’t paying off for brands. It covers the increasing demand for content, content confidence, content ROI, brand consistency and more.