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Content marketing isn’t producing the results it once did.
Brands are producing more content on more channels but are seeing fewer results for their efforts, says a new report from competitive analytics company TrackMaven. Entitled “The Content Marketing Paradox Revisited,” the report examines at content marketing across multiple industries.
Using its proprietary software, TrackMaven tracked 50 million pieces of content from nearly 23,000 brands and found that, even though output increased by 35 percent, engagement fell by 17 percent over 2015. It’s what the company calls the “content marketer’s paradox” — creating more content with less return.