66% of Marketers Cite an Increase in Content Creation Over the Past Year

As more marketers turn to content to achieve key initiatives, new research indicates that they are still only putting a few members of their team in charge of creating assets.

Parse.ly recently published its “Content Matters Report 2022,” and statistics indicated that over the past year, most marketers (66%) have created more content. In addition, 48% still want “a bit more” than they have today. Nearly 21% have developed at least “the same” amount of content over the last 12 months, and 32% stated that they want “twice as much” content than they currently have, if not more.

However, the majority of respondents (79%) claimed that they only have between 1 and 10 people dedicated to creating content. Approximately 14% have between 11 and 50 people focused on developing assets.

“Clearly, to be effective, organizations must balance people, process, and technology,” wrote the authors of the report. “Only then can marketers create not just more content but content that produces better results, based on focusing efforts in the highest performing areas.”

Common Pitfalls Surrounding Content Marketing

As marketers continue to lean on content marketing as a primary part of their strategy, previous research suggests that they still face numerous challenges in this area.

SEMrush conducted “The State of Content Marketing” report, and most marketers (41%) claimed that they are still having difficulty attracting leads with their content. About 39% are struggling to generate traffic and promote their content, and 31% are finding it hard to create content that resonates with their audience.

However, 45% are still making it a top goal to increase brand awareness through content this year, and 37% are focusing on driving website traffic.