One-third of all digital/technology marketing executives say they are delivering fresh content daily or hourly on digital media platforms.
And the trend is growing.
A survey by San Francisco-based marketing and PR agency 10Fold found that 75% of these marketers plan to generate three times more content in the next 12 months than in the previous year. Another 42% will spend $250,000 or more in the next 12 months on content.
Much of the material comes from third-party creators, as 44% say they lack the domain expertise for creating quality content. This reflects the fact that 99% use third parties to create at least 25% of their content, with 83% saying third party-generated content is at least above average.
The most active category in delivering content is the pharmaceutical industry, in which nearly 50% of those marketing respondents say content is delivered daily; 15% of respondents for government and education categories say content is delivered on an hourly basis.
When it comes to measuring performance of this content, 80% use basic tools like Google Analytics, while 60% use marketing automation systems.
Social media, video and webinars are cited as the best content platforms among all respondents.
The research came from 176 U.S. marketing executives working for technology companies that had budget and oversight authority for marketing content.