The majority of agency teams are capable of producing five or more pieces of content every week, but just a third of in-house teams can support a similar output rate, according to a new report by We Are Social Media (WeRSM) and Planable.
The “Content Marketing: Behind the Scenes” study aims to pull the cover back on the industry and tease out some of the challenges and complexities associated with creating content for marketing in 2019.
The report noted that scalability is now the true test of sustainable marketing as many factors now slow down and reduce the efficiency of campaigns, not least poorly defined workflows and a lack of collaboration across the business.
45% of marketers say that they can produce at least five pieces of content on average per week, in addition to publishing 11 social media posts. However, there is a disparity in the success of agency teams built with the primary purpose of creating and distributing content and teams assembled in-house.
A sizeable 56% of agency teams are able to meet the five-a-week threshold, but this falls to just 33% for in-house teams, which highlights how much more focused and effective experienced third parties can be at delivering engaging content on a regular basis.
WeRSM’s CEO Geoff Desreumaux said: “Brands have to be ready to face the continuous increase in demand for more unique and actionable content. The Internet is moving fast, and the brands that will win are those that can get their houses in order and be able to create, approve, and share great content with lightning speed.”