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New analysis reveals over half of entrepreneurs aren’t delivering the proper content material to the proper viewers at the proper time.
That may very well be partly attributable to the indisputable fact that entrepreneurs say they’re creating content material in response to inner requests, reasonably than content material primarily based on technique.
This knowledge is included in a report from Vennli, in partnership with the Content Marketing Institute, which highlights the challenges entrepreneurs presently face.
Key challenges confronted by entrepreneurs, in line with the report, are know-how, content material technique, and lack of confidence in planning new content material.
When it involves planning new content material, extra entrepreneurs are growing content material methods in 2019 in comparison with 2018 – 60% versus 43%. However, many entrepreneurs are unable to implement these methods.
The typical method to content material for 48% of entrepreneurs is alleged to be “project-focused.” That means they’re creating content material by request from these inside their group, reasonably than following a deliberate technique.
To additional illustrate how far off entrepreneurs are from delivering the proper content material for the proper viewers, the report finds solely 22% of entrepreneurs construct content material round purchaser personas and fewer than 15% align content material to the buyer journey.
Only 10% of respondents felt strongly they had been delivering the proper content material.
Robert Rose, chief technique officer at CMI, provides his evaluation of the knowledge:
“Many marketers know exactly what they want to say only because they are reacting to internal content requests from other parts of the business. But they, unfortunately, don’t know what audiences want to hear, because they haven’t implemented listening strategies to truly understand their customer’s needs.”
Data for the report was collected by surveying 250 entrepreneurs throughout the months of January and February of 2019.
The full report could be downloaded right here.