The worldwide pandemic modified our habits dramatically—for entrepreneurs, one notable shift was that digital content material consumption elevated drastically.

Just lately, Lucidpress took an in-depth take a look at these shifts in its 2021 Content material Effectiveness Report, which surveyed 452 professionals from main industries to gauge the state of present content material.

They discovered that almost all efficient content material is customized, related, well timed, and informative, whereas making an affect throughout the client journey.

Let’s dive into a number of key takeaways:

Demand for content material is on the rise, but it surely isn’t at all times being met

A staggering 85 % of entrepreneurs surveyed by Lucidpress have seen an elevated demand for content material inside the final 12 months.

Content material entrepreneurs are additionally seeing an elevated demand for customized content material. Within the examine, 87 % of respondents stated their prospects anticipated content material to be customized. Nevertheless, simply 32 % of entrepreneurs say the vast majority of their content material is tailored for a selected viewers group.

A staggering 85 % of respondents to the Lucidpress analysis have seen an elevated demand for content material inside the final 12 months.

Most are making some type of effort — 81 % of entrepreneurs personalize at the very least 10 % of their content material — however the analysis exhibits a demonstrable hole between what the viewers needs and what entrepreneurs are offering.

Model consistency stays a wrestle

The report underlines the significance of brand name consistency. Sixty-eight % of entrepreneurs reported a 10-20 % improve in income when model content material stays constant—though we’d warning to take these figures with a grain of salt, as its unclear how entrepreneurs would really measure the connection between model consistency and elevated income.

On the flip facet, entrepreneurs are struggling to create or implement model tips; 77 % of respondents noticed off-brand content material created, whereas 15 % reported having no model tips in any respect. Solely 31 % stated their model bible was enforced persistently.

Confidence is combined

Entrepreneurs’ confidence of their content material on this examine was a combined bag—most entrepreneurs consider their content material impacts buy resolution, however solely 36 % thought it impacted greater than half of conversions.

Conversely, 68 % of entrepreneurs consider their content material is related to prospects. So whereas manufacturers consider their content material is essentially useful and helpful to prospects, many fear it doesn’t have a major affect over their habits.

That is possible because of an even bigger problem. As Contently detailed in its Content material Measurement Maturity Mannequin, most entrepreneurs aren’t measuring income KPIs with regards to content material.

Not surprisingly, 83 % of respondents discovered that content material is simplest throughout the consciousness and consideration phases of the customer’s journey, when customers are researching merchandise and weighing their choices.

Content material continues to be being left unused

Loads of content material goes unused by stakeholders, in keeping with the report. Solely 14 % of respondents stated greater than 75 % of content material was really put to make use of frequently. Virtually half of these surveyed reported 50 % or much less of their content material was used, whereas 23 % stated they didn’t know, suggesting they weren’t monitoring content material utilization in any respect.

On the subject of measurement (or lack of it), solely 27 % of entrepreneurs may confidently say they measure the ROI of their content material.

The Lucidpress examine shows some alarming gaps within the provide facet of content material, but additionally exhibits how entrepreneurs can make the most of the pandemic-led development in demand. Personalization, consistency, and correct and sincere measurement are all key to profiting from a frightening but doubtlessly defining period for content material advertising and marketing.