More than half (53 percent) of businesses invest time and money in content marketing, and continued growth in this category is expected, industry experts say.
“Even 10 years ago, content marketing was seen as a new buzzword,” said Lauren Fairbanks, partner and CEO of S&G Content Marketing, in a news release. “But over the last few years, it’s really moved into the marketing mainstream. Marketers know that content marketing is essential for reaching consumers organically.”
Most businesses publish content daily
Fifty-one percent of businesses publish content daily, the survey found.
Businesses need to ensure that their content publishing frequency doesn’t sacrifice quality, marketing experts advise.
“It’s all about putting out really good, thoroughly researched content,” said Aylin Cook, head of content marketing at digital marketing agency Single Grain, in the release. “If companies can publish that content every day, great. If not, rather than frequency, it’s about quality and depth.”
Videos, blog posts, and data most popular content that businesses publish
Businesses publish a variety of content types. The most popular are videos (72 percent), blog posts (69 percent), and research and original data (60 percent).
Offering a variety of content helps businesses reach an expanded and diverse customer base.
“There’s a lot of content out there, and it’s good to mix it up a bit and diversify it,” said Jody Birch, director of marketing and communications at digital marketing agency Avalaunch Media, in the release. “Diverse content reaches the widest range of consumers.”
Content improvements businesses want to make
Businesses want to improve their content.
When asked what improvement they would like to make to their content, most businesses said they would create more original content (22 percent) and include more visual components (22%).
Creating more original content increases brand awareness, and including more visuals keeps consumers engaged.
Overall, the survey indicates that most businesses value and rely on content marketing, and it will continue to be part of an increasing number of companies’ digital marketing strategies.
The Manifest’s 2018 Content Marketing Survey included 501 digital marketers from U.S. companies around the world with more than 100 employees.
Get Your Daily PR Updates
Subscribe to get daily PR News updates from Bulldog Reporter
Consumers are increasingly fed up with fears of their personal data being compromised virtually every time they make a purchase—and new research from global comms consultancy Ketchum shows that the brands and businesses that endanger their customers’ privacy are...
Creating some great content is the first step in making your blog successful. But having the most interesting blog posts in the world doesn't mean a thing if they do not reach the right customers. Increasing the loading speed is just one of the things you can do....
After last month’s pre-World Series public relations fiasco involving their then-Assistant GM, the last thing the Houston Astros needed was one of their former players outing them as shameless rule-breakers. But to paraphrase the principle of karma, what goes around...