You might be wondering, who am I to talk about the problems in enterprise content marketing? What makes me an expert?
Let me give you a little background. I’m a content manager, but a significant part of my role involves chatting with our large enterprise clients about why they seek out new solutions, what challenges they face, and most importantly, what results they expect from those solutions.
I also do the research—digging into trends, learning what’s working, and where companies are wasting their resources.
So, here’s what I’ve learned, and here’s what you need to know when it comes to streamlining your processes, cutting costs, and staying ahead of the trends in enterprise content marketing.
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Top content marketing trends creating value in 2024
Before we dive into how to tackle these challenges, let’s take a step back and look at where content marketing is heading, and I’m not just guessing here.
Forbes Advisor recently shared some eye-opening data that paints a clear picture of where companies—whether B2B or B2C—need to focus their time and resources.
1. Social media and community building should be your first priority
According to the report, the majority of content marketing budgets are being allocated to social media and community-building efforts, with a strong emphasis on improving content quality.
Businesses are investing heavily in spaces where conversation and engagement are active and immediate.
Why?
Because these are the platforms where customers are talking and brands can directly join the conversation, making it essential to be present and engaged.
2. Video is the best-performing content format and where your focus should be
If there’s one format dominating content marketing right now, it’s video.
Consumer preferences are clearly shifting towards visual and auditory storytelling, which does a much better job of capturing attention and driving engagement.
In fact, 73% of businesses are using organic social media to distribute their content, and here are the results they’re seeing:
- 97% of marketers report that video helps customers better understand their products.
- 95% of marketers have seen a significant increase in brand awareness thanks to video marketing.
But even though video and social media are where businesses should be focusing, enterprise companies often face serious challenges in fully taking advantage of them. These challenges are also evident in the report’s findings.
The real challenge for enterprise content marketers: Keeping up with social media’s demands
Now that we’ve solidified that the best place to focus your content marketing efforts is social media—and that video is the most effective format—the big question is: how do you actually keep up?
For enterprise companies, producing the volume of content needed to succeed on social, while maintaining strict brand standards, is a huge challenge.
I’ve spoken with many companies who struggle with this exact issue. The demand for fast, high-quality content can feel overwhelming, especially when every piece needs to go through rounds of approval.
And with 48% of businesses outsourcing their content creation and paying between $550 and $2,000 per piece, it's easy to see why keeping up is tough.
In fact, the second biggest challenge marketers face is creating more content, faster (38%) (the first is attracting quality leads with content (45%), which comes if you’re able to create more.)
If you want to succeed on social, one or two pieces of content won’t cut it. You need a consistent stream of high-quality content to build trust, engage your audience, and drive conversions.
So, how do you overcome these challenges and still meet the demands of social media? Let me tell you.
The solution to keeping up with content marketing for enterprises: Automate your video content production
Okay, I’m going to cut straight to the chase. With the pressure to produce more content faster while maintaining brand integrity, video automation is the most efficient solution.
But I’m not talking about letting a machine do everything and losing creative control—far from it.
Automation can make the process of producing high-quality, on-brand videos faster and smoother, all while keeping you in the driver’s seat. At least, Storykit’s automation can.
We help all types of large companies reach their unique content goals by allowing them to turn their existing written content—whether it's a blog, case study, or report—into polished, fully customised videos in minutes, just the way they pictured it.
You stay in control of the creative process (from the copy to the visual output)—automation just speeds things up with presets already in place.
Real-world proof?
Here are two real-world examples of how a bank and a management consulting firm automated their video production, saving both time and money.
Aspia (Management Consulting Firm)
At Aspia, video production was once a time-consuming and costly process. However, after switching to Storykit, Aspia now creates around 30 videos a month—a volume that would be impossible if they relied on external agencies.
Dominika Dzielak, Content Manager at Aspia, crunched the numbers and found that they’re saving 19 million SEK (approximately 1.6 million EUR annually) by producing videos in-house. She adds: "Not to mention the priceless time we’ve saved."
Pia Törnqvist, Marketing Director at Aspia, highlights another benefit:
“By producing videos in-house, we avoid the lengthy briefing and debriefing processes with external agencies, as well as the back-and-forth editing. Storykit allows us to repurpose videos easily by adjusting elements like location, date/time, and call-to-actions. The ability to make these adjustments ourselves without extra time or costs is huge.”
→ Read the full Aspia case study
BKS Bank
BKS Bank faced similar challenges. In 2020, they produced only one video for a marketing campaign due to bottlenecks in the production process. In 2021, their video production process continued to be slow and inefficient, requiring extensive briefings and time-consuming asset searches.
When BKS Bank turned to Storykit, their video production process transformed. They were able to produce more content efficiently and ensure every video reflected their strict corporate design standards.
Marion Jester, Head of Communications, PR, and Strategy at BKS Bank, sums it up:
“My team uses video for everything. I honestly don’t think that we could live without it anymore.”
→ Read the full BKS Bank case study
The future of content marketing starts here
I get it—content marketing is challenging, and it’s hard to know what will really work for you. It’s a fast-paced world where you need to test, adapt, and keep evolving. But why not give Storykit a try and see if it could be the solution you’ve been looking for? You’ve seen how it’s helped other companies save time, money, and stress—all while staying true to their brand.
The future of content marketing is always changing, but one thing’s for sure: finding the right tools can make all the difference.
