According to B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends-North America published yesterday by Content Marketing Institute and MarketingProfs, 64 percent of B2B content marketers say they are challenged with producing enough content. This is the biggest challenge, above producing the kind of content that engages (52 percent), producing a variety of content (45 percent) and a lack of budget (39 percent).
Last year, creating engaging content was the top challenge; however, marketers have gained confidence in their content skills. While creating engaging content is, indeed, still challenging, the number of marketers who said it was their most difficult challenge decreased by a whopping 23 percentage points. The content being produced is more enticing, there just isn’t enough of it.
Let’s take a step back: What is “enough” content anyway? One blog a week? A day? Three blogs a day? And we can’t stop with just blogs; what about case studies, webinars, ebooks, cheat sheets and every other tactic? How much do you truly need to produce to be "enough"?
More than half of the marketers interviewed checked creating enough content as a challenge, but how many actually had a real goal in mind? Did they have an actual target they were missing, or was it just a feeling of disappointment?
Here is an equation for large companies discussed on Forbes.com:
That’s 4 x 3 x 5 x 12 = 720 pieces of original or versioned content.
While a smaller company that doesn't sell to four or more different personas can adjust accordingly, no matter how you look at it—that is a lot of content.
Ultimately, you should strive for content that appeases your audience and creates lead conversions on your website. Once you have leads choosing to hand over their contact information, you can nurture them with—you guessed it—even more content!
Because higher ups in the C-Suite are learning more about content marketing and thus allowing for more budget allocation, hiring the people to actually create this content is less of a problem. However, there are still challenges:
Here are a few tips to finding the time and necessary components to create ‘enough’ content.
It boils down to creating and understanding a content strategy and hiring not only enough people to create that content, but the right mix of people to create the content, as well. But using these tips can help your content creators produce maximum output.