What We Discovered at Content material Advertising and marketing World 2019: Producing Partaking Content material is the #1 Problem

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One other 12 months, one other superb Content material Advertising and marketing World convention in Cleveland. This 12 months, we determined to take a brand new method and collect viewers knowledge utilizing an interactive resolution evaluation on the ScribbleLive sales space in change for our tremendous swanky mini Etch-A-Sketch. We additionally discovered that these old-school toys are produced not removed from Cleveland (huh, who knew—besides all of the CLE-based attendees who proudly instructed us). 

Trying on the knowledge from our evaluation, there are some attention-grabbing findings: 

  1. Producing participating content material is the most important content material problem, adopted intently by lack of funds, assets, after which producing content material effectively (responses – 274)
  2. There’s a notable distinction on the Govt stage: 33% cite measuring content material ROI, 29% deciding on “produce participating content material,” and a surprisingly low 14% deciding on producing content material effectively as a key problem. 
  3. Digital advertising and marketing took the highest spot for what content material is being produced for, with Demand Technology coming a detailed second. Company advertising and marketing (together with branding) and gross sales enablement have been a distant third and fourth, respectively. 

Additionally price noting, how few folks use a content material advertising and marketing platform and nonetheless battle with content material manufacturing utilizing emails, file shares, and different instruments that aren't optimized for content material manufacturing. This wasn’t a query on our interactive survey; relatively I took an off-the-cuff ballot of 135 attendees during my presentation, through which lower than a dozen folks raised their palms.  That undoubtedly is a supply of price and time financial savings to streamline content material creation with a collaborative content material manufacturing platform. 

We’re going to proceed gathering knowledge for our content material evaluation and replace the outcomes over time. This brings me to my private favourite a part of Content material Advertising and marketing World: the keynotes, and notably Henry Rollins. He’s a spark plug on stage. Those that have been there know the drive of his displays through which he hardly appears to breathe. My large take-away from his keynote: should you’re going to create content material or produce one thing, make it the very best. Don’t undergo the motions of manufacturing or repurposing content material if it’s not going to be your greatest work. It’s a great reminder that generally we have to take a breath and a step again to guage what and why we’re doing issues—and the way we are able to do them higher. 

Corinne Schmid with Henry Rollins

Based mostly on our findings, it appears the attendees this 12 months are struggling predominantly to supply participating content material for demand technology and digital advertising and marketing—maybe heeding Henry Rollins’ recommendation would possibly assist—or maybe there’s different elements at play.

What’s your largest content material advertising and marketing battle? In the event you didn’t get the prospect to satisfy us at CMW, take our booth assessment here.


Corinne Schmid



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