Most engineering marketers are creating more content in 2017, according to our 2017 survey of engineering marketers research report.
All this rush to create content is, not surprisingly, leading to an abundance of poor quality content. This flood of content increases the competition for every post you publish, and the fight for each search term becomes more intense.
The response from some marketers and publishers is to write fewer, longer and more thoroughly researched pieces of content, ones that will be shared on social media, and that will rise to the top of search engines. If your approach is to write more short posts while your competition is writing longer and more detailed posts, you are unlikely to succeed.
As the chart above shows, the top-rated challenge for engineering content marketers is creating engaging content. This concern was also the top concern last year, with 50% of marketers citing it. However, in 2017 it was named a top concern by 62% of engineering marketers.
A related challenge was finding resources for creating content.
The struggle is real my friends. And it can lead to some disappointing short-term outcomes.
What does poor conversion content look like? And how can you avoid it?