TrackMaven’s recent research into the state of content marketing for brands makes for some difficult reading if, like me, you’re planning a content strategy for 2016.
The study looked at the content marketing activity of almost 23,000 brands, covering a staggering 50m pieces of content across six primary channels: Facebook, Twitter, Instagram, Pinterest, LinkedIn, and blogs.
It turns out that the average brand publishes more than 2,000 pieces of content a year, and if 2015 is anything to go by the tide is rising, as output increased by 35% compared to the previous year.
The response by readers and viewers was huge: there were a total of 75.7bn interactions. That’s truly massive engagement, but average engagement actually decreased by 17%.
It seems that there’s only so much people can actually consume, process and share. As TrackMaven says:
“Despite the fact that engagement continues to fall, brands are hellbent on content and publishing.”
The chart below shows the widening attention gap, based on the volume of shares on social platforms vs response rates. Note that the engagement ratio is pretty much consistent.
In terms of distribution, brands narrowed their focus on Facebook, which was 60% noisier than the previous year. The amount of content published on Twitter also grew, by 31%.
Rich content is a big area of focus for brands. The amount of video posts more than doubled on Instagram, with images not far behind.
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