2017 is set to be another exciting growth year for content marketing, with new strategies being developed and implemented.
Here are 10 handpicked, valuable statistics every marketer will need to know to help fine-tune their marketing strategy for 2017.
While high-quality content is difficult to produce without the skills and knowledge, the outcomes of it can be very rewarding. People who succeed at becoming leaders in the world of content marketing are producing compelling and engaging content. The results speak for themselves as they experience drastically more site growth than their competitors by understanding what their readers find valuable.
2 - 51% of businesses are dedicating more of their budgets to mobile content publishing
Mobile devices have revolutionised how we consume content, more customers are reading from their smartphones throughout the day and snacking on short snippets of relevant content. Businesses are spending more of their marketing budgets on mobile marketing by optimising web pages for users and deploying mobile apps to enhance engagement, build loyalty and drive sales.
3 - People spend an average of 37 seconds reading content marketing articles
Although skimming through content is valuable, consumers are also spending significant time reading high-quality content. Over time, engaging the right customers helps produce higher levels of brand recognition and boosts ongoing engagement.
4 - 94% of executives believe delivering personalised content is critical
Delivering a personalised experience to customers is ranked highly by executives. The fundamental challenge for business is engaging customers 24/7 by getting the right message to the right person at the right time. With lots of competition, brands want to be at the forefront of where their customers go. The growing investment in customer data and analytics are allowing organisations to personalise content on social media, websites, emails and mobile devices.
5 - 73% of major organisations hire someone to oversee their content marketing strategy
A defined strategy and the right person in place for a content marketing plan can make all the difference in achieving ambitious commercial targets. To ensure success, that means either hiring a content marketing specialist or assigning responsibility and roles within the business to help deliver on key content marketing objectives.
6 - 93% of B2B marketers use LinkedIn as part of their content marketing strategy
Other popular social media platforms being used are: Twitter (92%), Youtube (81%), Facebook (78%) and Google+ (74%). The network for professionals, LinkedIn, is the most commonly used platform for content distribution. With the ability to join groups within the same sector, communicate to potential customers and publish content on the platform -LinkedIn is a great place to start if businesses are beginning to use social media as part of their content marketing plan.
7 - 69% of companies report their video marketing budget is increasing
Video content is becoming increasingly popular with its ability to explain concepts and ideas quickly in visual format, 43% of consumers want to see more video content from marketers (Hubspot 2016) so it’s no surprise business are planning to produce more.
8 - 29% of content marketing leaders systematically reuse and repurpose their content
Content marketers repurposing their content are making sure they get the most out of the time invested into content production. By repackaging old content such a blog posts into infographics, videos and newsletters they can make the most out of reusing their popular content into a variety of formats.
9 - Year-on-year 10% increase on production of infographics
Infographics make it easy for readers to understand a large amount of complex information quickly as the visuals make statistics easy to digest. They are also the best way to build brand awareness as infographics are shared and liked 3 times more than any other type of content on social media (Mass Planner 2015).
Ad blockers aren’t disappearing any time soon. With the population becoming more and more savvy and avoiding unwanted advertisements this creates challenges for businesses in 2017. Marketing teams need to look for alternative ways to expand the reach of their advertising messages and content.
By Anjana Varsani, digital marketing assistant at Better Than Paper
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