With regard to content marketing, programmatic ad buying, media spend and other marketing strategies, looking for a good benchmark data is difficult.
Results from Beckon’s report
Beckon, a marketing performance data platform, did an analysis of more than $16 billion in multichannel spend and performance data in order to better perceive what works, what does not work and where to invest the budget in.
The report looked into spend and performance data coming from hundreds of brands, and it found out several riveting juxtapositions. The very popular tactics, as it seems, are those that are performing the worst. And those which do good are not maximized by a big enough audience.
According to Jennifer Zeszut, Beckon’s CEO, the biggest surprise, possibly, was that the recent knowledge that brands need in order to become content machines is not supported by data. She added that it might be a shock to brands that even though branded content creation increased by 300% year after year, the consumer engagement is entirely flat. For her, these brands are investing so much in content creation, but this is not creating further consumer engagement.
Zeszut mentioned that they looked more into the flat engagement number to check if they could figure out why. They found out that a very small part of branded content, only 5%, accounts for 90% of consumer engagement. The 95% of a brand’s content normally has single likes and views.
This is significant. Content marketing has exploded lately, and it is presumed as a worthy investment.
Zeszut mentioned that publishing a lot of content variations can make sense when pursuing a greatly targeted marketing, serving targeted content for a target subset. However, they are mostly sure that the fans of personalization and targeting will mention that they are investing in every variation in order to increase the effectiveness and not have it remain flat.
Well-thought and original content will always perform well.
From Beckon’s data, it was known that a low-quality content is a main cause for having flat engagement. Brands should ensure that their brand standards and content quality stay high.
Zeszut said that they just wanted to provide perspective to every marketer or content marketing consultant out there who crave data.