Businesses increasingly relying on content marketing to engage customers

by | Apr 26, 2018 | Public Relations

Content marketing is essential to more than half of businesses’ digital marketing strategies, according to new research from business news and how-to website The Manifest.

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.”

Businesses increasingly relying on content marketing to engage customers

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.”

Businesses increasingly relying on content marketing to engage customers

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.

Businesses increasingly relying on content marketing to engage customers

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.

Read the full report here.

The Manifest’s 2018 Content Marketing Survey included 501 digital marketers from U.S. companies around the world with more than 100 employees.

Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter