Content marketing can be flat out confusing. Even a seasoned content marketer can get stressed out about the million things they “should be doing” and the fear of missing the “hottest new trend” – whatever that may be. In marketing (and life), we just can’t do it all or have it all, all at the same time. We need to focus.
What does the need to focus have to do with the results of our survey at Uberflip’s Content Experience 2017?
In my opinion, a lot. While creating this infographic to summarize the data we collected from 30 junior to C-Level marketers, one story became clear.
Take a look at the infographic, digest it, then scroll to the end for the story I think the data tells us.
Here’s what I think this means.
Content marketers are struggling to measure the effectiveness of their content and develop consistent content strategies (almost to the same degree). They’re using a lot of different tactics at the same time. They’re busy, they’re doing a lot. Yet, they’re only rating their content marketing as a mediocre 3 to 4 stars. Either content marketers are super hard on themselves, or, they’re just spreading themselves too thin.
One of our marketing mottos this year has been quality over quantity.
By that, we mean taking an approach to content marketing where quality trumps quantity. We may “do less” in terms of tactics (we may even pass on the latest trend). Instead, we focus on a consistent goal-oriented content strategy. As a result, we’re able to measure the effectiveness of our content more effectively. When we can measure the performance of our content, that’s when we can proudly say we’ve earned a 5 star rating.
In the years preceding the iPhone launch Steve Jobs told Businessweek, “Quality is more important than quantity. One home run is much better than two doubles.” The iPhone, said to be one of the greatest inventions in the world, was created with this in mind. Enough said.
What story do you think this data tells us? Share in the comments or on social.