Content is king, and many brand managers are vying for its crown.
TheManifest.com surveyed more than 500 digital marketers and revealed that more than half (53 percent) of organizations dedicate time and money to content marketing.
That number has grown quite a bit: In 2016, 36 percent allocated resources to the strategy.
“Even 10 years ago, content marketing was seen as a new buzzword,” said Lauren Fairbanks, partner and CEO of S&G Content Marketing. “But over the last few years, it’s really moved into the marketing mainstream. Marketers know that content marketing is essential in reaching consumers in a very organic way.”
When it comes to content marketing, frequency is a key to success. About half of marketers using the strategy (51 percent) publish content on a daily basis, and 31 percent put out content weekly. Only 2 percent of marketers who use content marketing publish less frequently than once per month.
It shouldn’t come as a surprise that larger organizations publish more frequently. TheManifest.com’s report revealed that 62 percent of organizations with more than 5,000 employees push out content every day. Roughly half (51 percent) of organizations with 501 to 5,000 employees published daily.
If you’re a brand manager who doesn’t have the resources to push out content each day, don’t worry: It’s more important to produce well-researched content that readers will find valuable.
Instead of trying to achieve a schedule that is not reasonable for your organization, set a calendar and schedule so that your audience can expect continuous content—along with goals that you can reach.
“Publishing daily is the gold standard, but it’s hard to do,” Fairbanks said. “It takes a lot of internal resources and time to be able to manage that type of content creation and publication rate.”
What type of content does best?
Whether you’re employing a content marketing strategy or you’re looking to start, a frequently asked question is what type of content your organization should publish.
The study reported that videos are the most popular content type (72 percent), with blog posts not far behind (69 percent). More than half of organizations use infographics (56 percent), product reviews (54 percent) or research and data content such as reports and whitepapers (60 percent). Half of organizations turn to interviews to fuel their content requirements.
Though videos are the most popular type of content (perhaps partially due to social media platforms’ tendency to boost native videos), there’s no content type that will be a silver bullet for your content marketing campaigns. Instead, consider your target consumers and the channels you use to reach them.
Having a good mix of content will attract the biggest crowd. “There’s a lot of content out there, and it’s a good thing to mix it up a bit and diversify it,” Jody Birch, director of marketing and communications at digital marketing agency Avalaunch Media, told TheManifest.com. “Diverse content reaches the widest range of consumers.”
Techniques for better engagement
Brand managers are also seeking to improve their content marketing techniques.
The study reported that 22 percent of marketers have a goal to publish more original content—and the same percentage aims to publish more visual elements in their efforts. Both of these elements can help your articles, videos and other content stand out against competitors’ content.
Originality and captivating visuals aren’t the only ways to improve your content, however.
Eighteen percent of marketers said their top goal is to optimize content across devices (important for catering to a more mobile customer), and 13 percent said they’re either focusing on boosting their search engine visibility or producing more actionable content.
How do these insights stack up against your own content marketing efforts and philosophy?
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