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Research claims 70% of marketers believe their content is ‘limited, basic or inconsistent’

A new study claims 70% of marketers in Asia Pacific believe their content marketing efforts are ‘limited, basic or inconsistent’.

The Hubspot and Survey Monkey-led report shows 22% of marketers claim content marketing is the leading driver of revenue and ROI (22%), but 56% said quality content creation was their biggest challenge and 53% reported they were struggling with content frequency.

Content Marketing Report Asia Pacific

Biggest content marketing challenges for marketers in Asia Pacific region. Source: Asia Pacific Marketing Report 2016.

The Asia Pacific Content Marketing Report also claimed ‘content shock’, a situation where more content is created than consumed, was a key factor in limiting content marketing success.

The study which surveyed more than 720 marketers in the Asia Pacific Region, also said 48% of marketers do not have a defined content strategy.

With 69% of businesses creating more content in 2016 than 2015, the results indicate content marketing strategy and content quality need to be optimised for success.

Ryan Bonnici, director of marketing at Hubspot, Asia Pacific said: “The issue is that the more content businesses produce, the more competitive the market becomes, and suddenly the target audience sees individual business content as less valuable than before.

ryan-bonnici

Ryan Bonnici, director of marketing at Hubspot, Asia Pacific.

“However this glut of content marketing provides opportunities for businesses to stand out, if they can implement the right strategy. With most of the market feeling overwhelmed by the challenges of content marketing, those that are successful will find themselves in the top quarter of marketers in Asia Pacific.”

Other top-line figures showed 77% of marketers still invest in boosting posts on Facebook, while 63% promote posts via LinkedIn and 58% pay to play on Twitter.

However the study claimed companies under-invest in content promotion.

More than a third of respondents said paid distribution on Facebook as moderate/highly effective as a promotional tool while only 18% reported LinkedIn as effective and 10% reported Twitter was an effective promotional tool.

Marketers said blog posts and articles were the most effective content marketing type (47%) with e-newsletters at 35% and infographics at 33%.

Source: Asia Pacific Content Marketing Report 2016

Source: Asia Pacific Content Marketing Report 2016

Asking marketers about metrics, the report claimed 69% of respondents used website visits to assess content marketing effectiveness while 63% reported social sharing of content and 46% reporting ROI as a factor in assessment.

Bonnici said of the findings: “While content creation comes with its own challenges, the report shows that the key tenets of any marketing strategy still reign supreme: having a plan, investing in the process and amplifying it through paid media.”

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