Regular content, rather than too much content
Posted: Thu Jan 02, 2025 9:07 am
A trend noted by the inbound barometer: the majority of premium content produced in companies is composed of content that takes the longest to produce! White papers, for example, require the most time, numerous rereadings or the intervention of an external service provider.
Content from the company's internal resources and therefore requiring less work is little used: product-related content, demos, etc. And online content such as kits is very little used, despite its very high return on investment in terms of prospects.
With few resources and little time, focus on smart content that is quick to produce and that you can immediately associate with a stage in your conversion funnel.
3/ Regular content, rather than too much content
As for the content itself, the verdict is pretty clear and breaks a lot of preconceptions we might have about the content.
65% of the barometer respondents publish less than 5 contents per quarter, or 1 to 2 contents per month. These companies generate on average 220% more leads and see their web traffic increase by 26%… And perform better than companies producing between 5 and 15 contents per month which certainly have more web traffic (+49% on average) but “only” 74% lead generation.
inbound barometer
Surprised? In fact, this study supports the deconstruction of one of the biggest myths of marketing content: you don't need to produce a lot to get great results. The curve is not exponential, on the contrary.
Indeed, marketing teams that produce too much get exhausted and vietnam whatsapp lead don't have time to promote their content. However, content without visibility is not of great interest, no matter how high-quality it may be!
Moreover, unless you have an army of writers on hand - and therefore spend a lot of money - it is difficult to create content that is both quality and quantity. The marketing team caught up in this crazy cycle then loses sight of other essential missions such as passing on leads to salespeople... and gets exhausted without generating prospects.
Don't hesitate, due to lack of time and to keep to this ideal schedule of 2 articles per month, to recycle content: a white paper can become an infographic or a script for a video, an article can be written from a presentation at a trade fair...
If you only remember one thing, remember that the regularity and quality of the content will always make the difference.
So, to boost your content marketing strategy, follow the examples of French SMEs:
relieve your teams by outsourcing to trusted providers;
produce original and useful content, both for yourself and for your teams;
do not confuse quantity and quality and favor regular publication of adjusted content rather than a race for production.
Want to know even more inbound marketing trends in France? Take a look at Plezi's Inbound Marketing Barometer !
Content from the company's internal resources and therefore requiring less work is little used: product-related content, demos, etc. And online content such as kits is very little used, despite its very high return on investment in terms of prospects.
With few resources and little time, focus on smart content that is quick to produce and that you can immediately associate with a stage in your conversion funnel.
3/ Regular content, rather than too much content
As for the content itself, the verdict is pretty clear and breaks a lot of preconceptions we might have about the content.
65% of the barometer respondents publish less than 5 contents per quarter, or 1 to 2 contents per month. These companies generate on average 220% more leads and see their web traffic increase by 26%… And perform better than companies producing between 5 and 15 contents per month which certainly have more web traffic (+49% on average) but “only” 74% lead generation.
inbound barometer
Surprised? In fact, this study supports the deconstruction of one of the biggest myths of marketing content: you don't need to produce a lot to get great results. The curve is not exponential, on the contrary.
Indeed, marketing teams that produce too much get exhausted and vietnam whatsapp lead don't have time to promote their content. However, content without visibility is not of great interest, no matter how high-quality it may be!
Moreover, unless you have an army of writers on hand - and therefore spend a lot of money - it is difficult to create content that is both quality and quantity. The marketing team caught up in this crazy cycle then loses sight of other essential missions such as passing on leads to salespeople... and gets exhausted without generating prospects.
Don't hesitate, due to lack of time and to keep to this ideal schedule of 2 articles per month, to recycle content: a white paper can become an infographic or a script for a video, an article can be written from a presentation at a trade fair...
If you only remember one thing, remember that the regularity and quality of the content will always make the difference.
So, to boost your content marketing strategy, follow the examples of French SMEs:
relieve your teams by outsourcing to trusted providers;
produce original and useful content, both for yourself and for your teams;
do not confuse quantity and quality and favor regular publication of adjusted content rather than a race for production.
Want to know even more inbound marketing trends in France? Take a look at Plezi's Inbound Marketing Barometer !