Tips, news and views from Green Light Copywriting

Research: more than half of brand content created is never used 30 October 2024

According to recent research by CreativeX, 52% of brand assets are never activated in their markets. That’s a shocking amount of creative work, from copywriting to design to planning, which is never put to good use. And a big drain on business budgets. At a time when AI is creating additional challenges for marketers, this presents a significant concern for companies.

So why are companies going to all the trouble of developing all this content without making the most of it? The findings suggest that they lack concrete insight into their content production lifecycle and how that content ends up being used and where it’s used.

With so much work going into developing brand content, from creative copywriting to developing key messaging, what can brands do to make sure they don’t waste their time and money?

Aside from looking into solutions that give them more insights, they can benefit from keeping a clear view on their goals for their content. They should also look to manage their marketing assets with the aim of finding opportunities to repurpose existing content: finding new ways to refresh and use old content.

Another way to avoid the waste is to approach each copywriting and creative project as a cycle in itself rather than a one-off piece of work. By doing so, businesses can ensure that they make the most of both their financial and their creative resources, whether that is copywriting or something else.