Is Content Marketing Easier for Bigger Brands?


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Content marketing is a challenge for everyone, but it’s commonly believed that big brands—with their big teams and bigger budgets—have it easier. According to new research from the Content Marketing Institute, however, that isn’t necessarily the case.

The new report, B2B Enterprise Content Marketing 2015: Benchmarks, Budgets, and Trends—North America, reveals that content marketing is actually much harder for big brands. From keeping a consistent publishing schedule to producing content that works, big brands have as much—if not more—to worry about as smaller content marketers.

The Highlights

The report findings dispel a number of myths. Are big brands publishing a steady stream of content and engaging consumers every minute of the day? Turns out, not so much. Only 20% post content daily.

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Of course, with larger budgets and more audiences to reach, big brand do have more resources to invest. 51% say they plan to increase or significantly increase their spend on content marketing.

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And yet, despite larger teams and access to larger budgets, these brands are more concerned about every aspect of their content marketing efforts. From choosing the right metrics to producing engaging content, big brands struggle as much as smaller brands.

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The challenges for larger brands? Buy-in from higher-ups, tech-related challenges, gaps in knowledge skills, etc. It appears that the larger the brand, the more challenging it is to create a lean, effective, and cohesive content marketing engine.

For more highlights, check out the full report here.

And download our free e-book, How to Maximize Publishing with Microcontent, to learn how microcontent can help your content strategy.