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View PlansThe more content you produce, the more you can strengthen your domain authority, demonstrate your thought leadership, and outshine the competition in virtually any industry. Yet, there are still a surprising number of people out there who don’t fully understand the value of content.
That’s why we’re here to help. We’ve explored the wide world of content marketing, to bring you some of the most insightful statistics and insights into the impact and potential of this incredible landscape. Let’s dive in.
Content marketing has essentially become the most significant go-to tool for gaining attention online. According to one study, only 10% of marketers aren’t using content marketing today. Content is the easiest way to expand your reach online, while providing your customers with something valuable.
Through content marketing, you give your audience a reason to keep coming back to your website. What’s more, the statistics show that countless customers rely on content on a daily basis, for education, entertainment, and discovery. Indeed, around 26% of US adults are almost always online, while another 77% use the web daily.
Content marketing works best when there’s a documented strategy behind it. A content marketing strategy helps to guide you towards the best content to use when you’re trying to generate leads, build audience engagement, and develop brand loyalty. A good strategy will also guide your team, and prevent you from wasting money on plans that don’t work.
It’s bizarre to think so many companies still aren’t investing in a full content marketing strategy when you consider just how significant the results can be. SEMRush found that around 78% of the companies who invested in content marketing during 2021 felt their strategy was successful.
Countless other studies have also highlighted the potential impact of content marketing on ROI and business performance. For instance:
Blogging is one of the most common forms of content marketing, and one of the top ways to generate attention for your brand online. Blogs are effective in a number of ways. Not only do they demonstrate your knowledge to your target audience, but they can also be extremely effective building your search engine presence.
There are currently 600 million blogs on the internet, out of around 1.7 billion websites in total. However, the number of active bloggers is constantly on the rise.
One of the most common reasons companies use blogs and written content for content marketing, is to leverage the benefits of search engine rankings. To achieve better positions in the Google results, and similar search engines, you need to be able to tell the search engine crawlers what your website is about. Companies can do this with keywords, and various other strategies associated with search engine optimization.
Around 69% of marketers are actively investing in SEO, and of those using search engine optimization, many say the top three metrics they consider are keyword ranking, organic traffic, and time spent on the page.
Podcasts have been rapidly gaining more attention as a valuable tool for content marketing in recent years. As consumers look for more convenient ways to tune into the content they enjoy on a regular basis, content is gaining traction as a valuable tool for passive engagement. Around 82.4% of people who listen to podcasts spend over 7 hours a week listening.
Podcast listeners are also more likely to be actively engaged on other channels. Around 94% of podcast listeners say they interact with brands on social media.
The most common form of content considered by many marketing teams is often “written” content like blogs or eBooks. However, this is also quickly followed by visual content. Visual content can run the gamut from infographics and images shared across social media, to videos promoted on your own website, or channels like YouTube.
Video is one of the most popular forms of visual content marketing, with 86% of businesses using video as a marketing tool. However, there are various other options. For instance, 84% of people who use infographics find them useful.
As the marketplace for advertising and customer communications continues to evolve, the trends companies leverage is changing too. In the past, blog and written content used to be the most common way to connect with customers through content marketing. However, in recent years, we’ve seen a rising increase in visual content, short-form video, and audio.
Some of the latest trends in content marketing revolve around the increase of webinar and live-stream content, as well as the new introduction of XR content.
We’ve only just touched on some of the most important statistics from the content marketing world here. It’s worth noting there are dozens of different forms of content to explore, from email marketing for nurturing your consumers over time, to social media marketing, which often forms a significant part of many content marketing plans.
The key thing to remember is no matter what kind of content marketing you’re spending your budget on, the right strategy should generate a positive return on investment. Content marketing continues to be one of the most valuable tools for any brands.
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