A new report from TrackMaven titled, “The Content Marketing Paradox” was just released and found some interesting things. Through 2015 brands increased their investment in content marketing by 35%, but engagement in the content actually dropped by 17%.
In the report TrackMaven said, “At the peak in October 2015, the average brand generated 87.5 social media posts per channel per month.” But during that same time engagement dropped down to 2.19 interactions per post per brand (for every 1000 followers). This is the lowest point in the year.
The report confirms what many have thought in the past. There is a limit to how much people will engage with a particular brand. The strategy of just posting more on social media or other places is not going to get you the engagement you want. In fact, it could lead to people getting tired of seeing things from a particular brand so that they stop following them all together.
The study looked at 50 million content marketing posts on Facebook, Pinterest, LinkedIn, Instagram and Twitter as well as on the blogs of the brands. This was over 23,000 brands.
Finding the ‘sweet spot’ for content marketing is partly about how much you post, but also about the quality of the posts you make. People will interact more with high quality posts, but even that has its limits. Finding out how much your target audience wants to hear from you and then matching your content marketing strategy to that is essential.
You can see the full report HERE.