Just 5 per cent of marketers believe that they are at an “advanced level” in terms of creating content with strong visual storytelling and messaging, according to the latest annual Content Fitness Report published by marketing and PR agency PAN Communications.
The study of more than 100 marketers in the B2B sector aims to uncover the latest trends and best practices for content marketing, covering topics such as measurement, integration and personalisation. One key takeaway is that various roadblocks are preventing marketers from creating the breath-taking stills, images and graphics that they need to engage with target audiences.
This challenge is also part of a wider issue in terms of optimising, distributing and executing content campaigns effectively. In total, 57 per cent of respondents said that problems with strategies and procedures are making it difficult for them to maximise their potential, and the study noted that brands must evaluate creative so that they can better understand how to improve and move forward. This is an area where digital agencies could drive better results for brands.
Highlighting the need for third-party help is the fact that only two-thirds of marketers are confident about their personalisation efforts, a figure that is lower than the one recorded in the same report three years ago. In addition, just 21 per cent said that they understand the value of integrating social and content campaigns to improve reach and awareness.
Content measurement has been noted as a challenge in various studies this year, and the latest report again shows a general lack of confidence in analytics. More than three-quarters of respondents said that they are not entirely sure how to measure the success of their content endeavours, which is making it tough for them to evaluate return on investment, inform critical decision making and optimise future campaigns.
“As brands continue to battle through the creation and execution of content, this report serves as a guide to point them in the right direction,” Mark Nardone, Executive Vice President of PAN Communications, said. “It’s crucial that brands address these content pain points and other inbound marketing concerns in order to stay on top in their respective markets.”
