Let's take a trip back a few years, in the days when content was king but in short supply; b2b brands almost all suffered from the same issue, namely a dearth of content. Fastforward to the present day and it seems the world is drowning in the stuff. Marketers have seen the dial shift so much that many are now KPI'd on how much is produced. Which of course is a false economy, and the inevitable downturn in engagement levels. Focusing on high quality, well thought out and engaging content (take a bow, video & infographics) has a much better chance of delivering ROMI than the constant churning out of assets in order to meet internal goals. This recent consumer report from Beckon in the US touches on the importance of quality vs quantity.
Just 5% of content generated 90% of consumer interactions, according to Beckon. "In other words, 19 of 20 pieces of content pieces get little to no engagement," the report concludes. Beckon clients from which the data is drawn include Coca-Cola Co., Gap, Microsoft, HP, Stubhub, Reebok, Convserse and NBC Universo. Beckon builds data collection and analytics systems for marketers, and the report aggregates data from across the firm's client base. The sheer volume of content from some brands is staggering, with Beckon logging 29,000 individual pieces of content churned out by one brand, 50,000 by another. Beckon CEO Jennifer Zeszut said in an interview that she's encountered some brands whose primary key performance indicator (KPI) on content is simply to generate more of it -- and the numbers indicate they've succeeded, at least at that.