Content marketeers maken content zonder strategie

contentmarketing_705x220.gifmaandag 06 november 2017 13:46

Bij het maken van content door marketeers blijken een slimme strategie of indicatoren of de aanpak werkt, vaak te ontbreken. Dat blijkt uit het Grote Content Marketing Onderzoek 2017, dat onder bijna tweehonderd Nederlandse en Belgische marketeers en communicatieprofessionals de rol van content marketing in hun organisatie onderzocht.

Door de redactie

Een strategie is niet voor elke marketeer een vereiste om content te produceren. Meer dan de helft zegt vooraf geen doelstellingen te realiseren met redactionele content. Slechts 23% produceert op een structurele en strategische manier content. Uit de resultaten van het onderzoek blijkt verder dat marketeers het liefst de doelgroep laat aanmelden op een eigen site of e-mail nieuwsbrief. En dat 30% van de marketeers het niet nodig vindt om te betalen om redactionele content onder de aandacht te brengen onder je doelgroep.

Meten is weten
Om de doelstellingen uit de strategie te meten zijn indicatoren van belang. Ook dit blijkt nog geen algemeen goed te zijn: 56% geeft aan niet (zeker) te weten of de content effectief is en helpt om marketingdoelstellingen te bereiken. Slechts 14% kijkt hoeveel traffic naar de website de content oplevert en 10% kijkt ook naar likes, shares en retweets via social media. Ook houdt slechts 7% in de gaten hoeveel leads de content oplevert en 8% weet hoeveel er extra verkocht wordt.

Jasper van Zandbeek van Platform Content: “Marketeers zouden zich dus achter de oren moeten krabben. Deze resultaten laten zien dat ondanks de groeiende populariteit van content marketing, er nog veel content ongericht wordt geproduceerd. Dat is een heel naïeve aanpak die meestal geen lang leven is beschoren.”

Initiatiefnemers
Het Grote Content Marketing Onderzoek 2017 is uitgevoerd op initiatief van het Nederlandse Platform Content in samenwerking met het Belgische CUSTO.

Wil je meer weten over alle onderzoeksresultaten, dan kan je ze hier downloaden.

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