Smart marketers are increasing their content this year - here’s why

We've seen a big shift lately in the content that our clients are asking for to fill their marketing calendars. It can be summed up simply in one word: MORE.

Despite the hand-wringing of many content professionals at the sudden boom in AI-generated content, we’ve seen the demand for content skyrocket over the past year, and it's clear that producing more high-quality content is now not just a nice-to-have - it’s a necessity. 

But it’s not just us (and our clients) noticing this big jump in content demand. A recent study by tech company 10Fold found that boosting our content output is a necessity if you want your marketing to succeed in today's competitive market.

More money = more content

One of the most telling findings (we thought) is that 91% of B2B marketing leaders are anticipating budget increases in the near future. This influx of resources is going directly into creating more content. In fact, new research shows that content production is expected to increase by three to five times. That’s a lot! 

This kind of funding really drives home the importance of content as a central focus in everyone’s marketing strategy. 

Daily content is now the norm

Nearly half of the marketers surveyed by 10Fold (48%) plan to publish content daily. This isn't just a trend; it's becoming the new norm. Daily content keeps audiences engaged and positions brands as thought leaders (don’t @ me - I know you hate that term - but it’s not going anywhere, so you may as well become one already). Daily content also helps in building a consistent presence that keeps potential clients coming back for more.

Now, if you’re a smaller business, the idea of daily content can sound daunting, but it doesn’t have to mean 2500-word researched blog posts every day. Daily content can be an Instagram photo, a LinkedIn post, a Facebook video of you unboxing something - the point is, it doesn’t have to be hard. 

You know we have to talk about AI

With the increased pressure to produce more content, a lot of marketers are turning to AI. A whopping 81% are using AI to streamline their content creation processes. 

And, look, we’re not mad - we’re not even disappointed! AI tools can help generate ideas, draft initial content, and even optimise for SEO, making it a whole lot easier to produce high-quality content at scale.

It is a compromise on quality, though, so if you want to reach people and have them actually interested and excited to see your content, you’d better make sure it’s human and original and thought-provoking. Otherwise, you may as well not even bother. 

Outsourcing content is ALWAYS the answer (we think!)

Another strategy that has proven effective - and one we’re a big fan of - is outsourcing.

About 93% of marketing leaders are using third-party resources to create and distribute their content.

Because, honestly, don’t you already have enough to do?

At Stellar Content, we see all the time how leveraging external expertise can relieve the burden on your team - because adding 3 x more content output to your to-do list doesn’t come without cost. Outsourcing content allows your marketing team to focus on strategy and other core activities. And for smaller businesses, outsourcing your content allows you to get on with what you do best. 

Content marketing is being showered in cash

Content marketing is seeing a good bump in investment at the moment too, with 46% of marketers spending at least $500,000 annually. This aligns with the global trend we’re seeing of higher volumes of content being produced, with 92% of marketers saying they’re producing more content compared to the previous year. 

So it’s not just churning ideas through ChatGPT after all - this volume of investment shows the value that businesses are placing on high-quality content as part of their marketing strategy.

Preferred content formats: you’ll probably hate them

I know some of you aren’t going to love this - because, ugh, vulnerability! - but when it comes to content formats, social media and video are leading the pack. 

Social media content is a priority for 46% of marketing leaders, and video follows closely behind at 41%. These formats are pretty cost-effective, and they also cater to the growing preference for shorter, engaging content. They’re a dynamic way to connect with audiences and convey messages succinctly - while adding your human element.

What social media and video have in common is that they are both usually a more relaxed mode of communication than, say, white papers, articles, publications, etc. This is important, because while AI is helping us to generate content, social media and video are the two places that it kind of sucks. You have to be human to connect on both. 

Let’s not forget the data

We can’t talk about the popularity of content right now without including data-driven content, which is more important than ever. Nearly half of global companies have made content creation a routine part of their strategy, but it’s data that decides what they do next. Tools like Google Analytics are super-important, with 42% of marketers using them to measure their content effectiveness. 

The old adage, “You can’t improve what you can’t measure” has never been truer. What’s the point of creating swatches of content if you don’t know what’s hitting the mark and what isn’t? Data-driven insights help us to tailor content that audiences like and engage with, and it helps improve our overall strategy effectiveness.

So, while content producers all thought robots were coming to take their jobs last year, the reality is that everyone is now demanding more content. And in order to keep up, that means there’s now pressure on all businesses to do the same thing - whether you’re Amazon or the local physiotherapist. 

At Stellar Content, we know the challenges and opportunities this kind of demand brings. We’re working with a range of service-based clients to create high-quality content that engages their audiences and keeps them top of mind, working with a range of budgets and goals.

Want us to help you with a targeted content strategy? Get in touch at admin@stellarcontent.com.au or book a chat below.