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Content marketers are overworked and under-performing

Tom Kaneshige | May 20, 2015
Last year, marketers spent more than US$135 billion creating digital marketing content. However, much of it is wasted as 70 percent of it isn't being used and social media is littered with failed attempts.

For instance, BookingSuite uses Highspot to figure out what pieces of content, say, a PowerPoint slide in a sales presentation, are most effective. Highspot's analytics engine can identify and score content even if it's been altered and personalized by salespeople to target a particular prospect. This "effectiveness" insight goes back into the content-creation machine to improve performance.

"Our marketing content quality is changing," Yuksel says. "Our content is being used more by salespeople because we're able to incorporate some of their changes into our revisions."

Similarly, BrightEdge's analytics engine uses SEO, social engagement and topical relevance to help marketers in their content-creation efforts. Penwell, a media company, uses BrightEdge to plan some 1,500 pieces of content each month. And Home Depot uses BrightEdge to get its content to rise to the top of the search page.

Despite all the automation, analytics and efficiency tools, though, content marketing remains a labor-intensive practice that's swamping content marketers.

"Our software doesn't write the content," says BrightEdge CEO Jim Yu. "Marketing content needs human beings."

 

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