Thanks John, this was a bit of a rant for me and still applies to so many. I totally agree with the commitment to continuous content vs cammpaign mentality. There’s just so many Cs we could find! 😉

Agreed. My point was (badly made) content must reach its target audience. There is little point in many B2B markets pushing content out on Facebook for example as the audience (in general) are simply not there.

Hi Katrina, yes that stat means is it completely unused, meaning it is created but not published. Someone asks for it but it never gets exposed to the audience. So no, this is not reflecting content created, that gets published, and no one looks at it. This is true waste. It is money that would be more efficiently spent if the dollars were burned. Because then at least there wouldn’t be the cost of effort.

As I’ve talked about in my discussions about content ROI. There are 3 components to content ROI: start with the cost to produce content, next is utilization rate (it gets published) and 3rd element is whether it was effective (driving awareness, reach, engagement or conversion).

Is unused content really wasted? Do you mean that 70% is actually unused (as in created but never published) or just that most content has no engagement? Sometimes great content is ignored but we have to write/publish it anyway, don’t we? Reminds me of the old quote; “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” Attributed to John Wanamaker who died in 1992. I guess there really is nothing new under the sun.

I agree Rodney that is an important one. Thanks

Hi Phil, my experience has been different. I think most marketing plans are directly focused on channel. “We’re gonna spend x on TV, y on digital and z on mobile.” But we forget that it’s the content and the customer connections that really matter. Emotional connection (know, like and trust) is the only way to drive conversion and sales.

Thanks Mike. I’m optimistic that changes are coming in a positive way. Advertisers project to spend 10-20% less on TV in the next 2 years. The shift to digital is happening rapidly. Unfortunately, many don’t have the skills to communicate in a 2015 way. Telling stories, putting customer value first, introducing the brand without promoting it. Should be a wild ride!

Thank you Sascha. I wasn’t aware of the conference but would love to learn more. Will it be repeated in 2015. And I agree with your point of contradicting content from campaigns. It is such an important point. I really appreciate your comment and hope to connect offline.