More than a third of smaller enterprises are now publishing content “consistently” and the majority want to create more visuals for their websites in 2019, a new study from Visual Objects has found.
The research covering 529 small businesses in the US again highlights the critical role that content marketing is playing in supporting various goals and objectives. However, the “demands” of a regular content schedule are becoming more difficult to control.
While many want to post content on a regular basis and 38% are achieving this aim, 35% of enterprises with fewer than 50 employees admit to only being able to manage “monthly”, “quarterly” or “as needed” schedules. In contrast, those with larger teams are cycling through campaigns more frequently.
The report noted that micro-enterprises and businesses without access to a creative or marketing department should instead “rely” on the skill and expertise of a third-party agency or capable freelance writers.
It also recommended a more proactive strategy where teams can create a bank of content that can then be disseminated over a scheduled time frame so that there are not any lean patches without blogs and articles.
Improving corporate websites is another task high on the agenda for small enterprises this year, and the report urged senior professionals to invest in visual content to create new leads and drive brand engagement and retention. This advice appears to have been taken on board already as 55% expect to publish visuals on their websites during the final six months of the year.