Percolate: Most companies start preparing social media marketing content a month in advance

199IT original compilation

eMarketer predicts that nearly 85% of large and midsize U.S. companies (100 or more employees) will use Facebook for marketing this year, and two-thirds will use Twitter for marketing. According to an October 2014 study by Percolate, content distribution is completely different for companies that use one platform or both.

US marketing executives are more likely to create Twitter content on the day of planning, with more than one in five respondents choosing this option. However, the second most common preparation time is at the end of the time period: 16% of respondents will start preparing Twitter content one month before creating it, perhaps this group of people treat social content as part of an overall, long-term marketing plan rather than a dynamic marketing activity. Interestingly, the proportion of respondents who prepare Twitter content one day before creating it drops to 7%, becoming the smallest proportion.

Facebook is less likely to create content in real time, and marketing executives are more willing to start preparing content one month before creation, accounting for 25% of respondents. The second most likely respondents are willing to prepare content 2 to 5 days before creation, accounting for 17%. Like Twitter, the least likely respondents are willing to start preparing content one day before creation, accounting for only 9%.

Content marketing goes beyond social and simple content, such as tweets and status updates, used by 43% of respondents, including e-newsletters (57%), images (49%), newsletters (39%), blog posts (34%) and long-form videos (34%). Marketers must cut through the clutter to figure out what content works for their audience. Percolate found that marketers often discover content by studying past content and advertising performance data, as well as actively monitoring general activity on social channels, each of which was selected by 31% of respondents.

Compiled from: eMarketer Translator: Sun Ying