As marketers face a rising demand for more content, new research suggests that they are personalizing it to meet the needs of their customers.
Lucidpress recently published its “2021 Content Effectiveness” report, and statistics indicated that over the last year, the majority of marketers (52%) have cited a “large increase” in the demand for content. Additionally, most respondents (29%) also said that at least 50% of their customers now expect personalized content marketing from them.
Luckily, the majority of marketers (21%) say that more than 75% of their content is already personalized for their customers. Thirty-nine percent of respondents said that “for the most part,” their content is truly relevant to their customers. However, most (42%) said that they do not actively measure the return-on-investment of the content they produce, suggesting there is a wide margin for error.
Navigating Marketing Content with Defined Strategies
Although marketers have seemed to excel in the production of personalized content, previous research indicates that they have not been the best when it comes to management.
The Content Marketing Institute conducted the “2021 Content Management and Strategy Survey,” and data showed that while 78% of marketers have a strategic approach to managing content marketing, only 53% have a documented content management strategy in place that they can reference.
Most marketers (68%) cite a lack of processes when asked why they don’t take a strategic approach to content management. Nearly 61% said that leadership has not made it a top priority, and 47% said they don’t have the financial resources to do so.