After years of marketers singing digital content’s praises, it appears businesses are finally catching on. New research from LookBookHQ’s annual State of Content Marketing report reveals that content has finally been accepted as a mainstream digital strategy for businesses. Fifty-four percent of surveyed businesses reported that they produce at least one piece of digital content every two weeks, while 29 percent of companies produce multiple digital items on a weekly basis.
The transition toward greater content production has triggered a change in the type of work demanded of marketers. One-third of all marketers surveyed said they are now being asked to produce two to five blog entries per month, for instance. Meanwhile, the percent of marketers who do no blogging at all is less than half that, at 17 percent.
Perhaps most importantly, companies are starting to see how their digital content production can help target consumers and drive business. Yet despite the spread of digital content, the report also revealed a startling disconnect among businesses. Even as they are widely embracing content as a strategy, a mere 37 percent of those companies track that content’s engagement.
In other words, 37 percent of companies are flying in the dark when it comes to content.