Digital Content Marketing Usage

In 2018, 84.0% of US companies with at least 100 employees and that distribute nonpromotional content for marketing purposes will utilize digital content marketing. Adoption of digital content marketing hasn’t changed much in recent years, as illustrated in the infographic below. Among business-to-business (B2B) companies, adoption of digital content marketing in 2018 is slightly higher … Continue reading »

Marketers Using AI Chatbots [Survey]

According to a December 2017 Freedman International and ClickZ survey of 500 marketers from the US and UK, only 7% of respondents said they currently use AI-powered chatbots. 27% reported that they’re looking into using chatbots, but most said their company was either not ready or didn’t have the budget to develop them. Conductor, stated 34% of the worldwide … Continue reading »

How to Easily Increase Content Marketing Performance

Longer Headlines are Better for Branded Content More characters and more words mean more clicks. When writing headlines for branded content, longer is better. Branded content technology provider Polar analyzed data provided by premium publishers, such as Oath and Gannett, to see how a variation in headlines affected key performance indicators (KPIs). It turned out, branded content … Continue reading »

When Content is Viewed [Report]

The latest branded content benchmark report from Polar, covering Q2 2016 shows that average click-through rates(CTR) are up year-over-year through the first half of 2016, with mobile devices leading the way. Tablets demonstrated the highest average branded content CTR in Q2 (0.4%), followed by mobile phones (0.37%) and desktops (0.22%). The order was reversed for … Continue reading »

Increase Sales with Personalized Content

Behavioral data and customer insights drive a more customized approach to ensure ROI. Most marketers agree that content marketing makes up an important piece of their marketing strategy. Unfortunately, creating engaging content that delivers ROI is not easy. To succeed, content must be personalized and contextually relevant. July 2016 research from Forrester Consulting emphasizes the … Continue reading »

Content Marketing – Most Effective and Challenging

Increasing lead generation and improving customer engagement continue to be the most important goals of a content marketing strategy. Lead generation has taken the lead this year, per the Ascend2 report. That’s in line with recent research from Regalix, in which lead generation was found to have increased in importance from last year as a … Continue reading »

B2B Content Marketing Revenue Metrics

Content marketing is one of the most difficult digital channels to measure for ROI, per recent research from Econsultancy and Oracle Marketing Cloud. In a new survey of more than 200 B2B content marketers, Seismic and MarketingProfs found that 64% of respondents feel that measuring their team’s influence on revenue is very or somewhat important. … Continue reading »

Healthcare Content Marketing Metrics Used to Measure Effectiveness [Survey]

US healthcare executives overwhelmingly use website traffic as a tool to measure content marketing success, according to a March 2016 report from True North Custom. About eight in 10 (79.6%) of those surveyed said so, with the next response more than 20 percentage points lower. About three in five (57.1%) respondents said they measure time … Continue reading »

Most Effective B2B Content [Study]

In terms of the content channels used by buyers, information sharing across the organization was the preferred channel across all stages of the funnel. It was joined at the top by social usage only at the awareness stage, with social usage falling behind online search across the “scope,” “plan” and “select” stages. Social media usage … Continue reading »

How Marketers Are Personalizing Content and Delivering Growth

Many companies are having trouble delivering personalized 1:1 content across various touch points such as web pages, and e-commerce channels, and mobile applications. Email and social media are the only touch points through which a majority are able to deliver personalized content. According to a new PwC and Forbes Insights report, companies are prioritizing strong data … Continue reading »

Top Barriers to Content Marketing and Native Advertising [survey]

Most brands and agencies say that content marketing plays a significant role in their overall marketing strategy, with native advertising playing a less significant role for now, according to survey results from PulsePoint and Digiday. For publishers, native and content marketing are on a more even playing field in terms of significance. With both set … Continue reading »

Marketers Put Money Towards Visual Content

Lack of time and resources are the biggest challenges to creating effective visuals. Marketers have turned to visual assets to catch the eyes of their prospects.Digiday, in association with Chute, polled more than 200 US marketers and found that respondents planned to spend 30.5% of their budgets on creating, producing and publishing visual content and … Continue reading »

Content Marketing Challenges and Solutions

We all know content is king. Marketers are using the channel to boost customer engagement, lead generation and brand awareness. However, recent research suggests that there are plenty of boundaries preventing content marketers from reaching the ultimate level of success. A survey conducted by Ascend2 found a wide variety of obstacles to content marketing success. … Continue reading »

Video – Most Effective and Difficult Content For Marketing [report]

The lack of content creation resources ranks as the most challenging obstacle to content marketing success, according to the latest report from Ascend2 and its Research Partners. Based on a survey of 290 marketing, sales and business professionals around the world (three-quarters B2B), the study finds that videos are a particularly challenging content type to … Continue reading »

Most Important Elements of Effective B2B Content [report]

There have been numerous studies about B2B content marketing released (examples here and here), and a newly-released report on the topic, from Regalix, supports many of the earlier reports’ findings while adding some new insights. Here is a break down of some of the key takeaways from the survey. Virtually all respondents believe that their content … Continue reading »

The Most Effective Content Marketing Techniques [Report]

As businesspeople set out to research a product or service to purchase for their business, they are looking for three things: what a brand or business does, what its competitors do, and what people say about the business. How does a marketer address those queries and direct that decision-maker to his or her own brand … Continue reading »

Metrics to Measure Content Marketing Success

Less than one-quarter of B2C marketers can measure content marketing’s return on investment. There’s no doubt that business-to-consumer (B2C) marketers are using content marketing. In an August 2014 study by the Content Marketing Institute (CMI) and MarketingProfs, 77% of B2C marketers in North America reported doing so. And responses indicated that marketers were getting more … Continue reading »

B2B and B2C Content Marketing Comparisons [report]

With the release of their latest annual report on B2C content marketing, the Content Marketing Institute and MarketingProfs offer the ability to measure the similarities and differences between both groups in their approaches to content marketing. While the two differ in some tactics and priorities, they do converge in some areas. Overall, more B2B (86%) … Continue reading »

Content Marketing – The Most Effective Inbound Tactic

Marketers are looking to inbound marketing to increase conversion rates, improve lead quality and quantity, and increase sales revenue, finds Ascend2 in its latest report conducted with its Research Partners. With the vast majority of respondents (primarily B2B marketers) rating their inbound programs as successful, marketing content creation emerges as their most effective tactic. Indeed, … Continue reading »

Trust Levels in Sponsored Content [survey]

54% of internet users aged 18-65 say they generally don’t trust sponsored content, with most of the remainder only trusting such content if they trust the publication it runs on (19%) or they already trust the brand (23%). That’s according to survey results from Contently, which also found that two-thirds of respondents have at some point … Continue reading »

LinkedIn’s Content Sharing Benefits [study]

Professional content consumption is “dramatically rising” on LinkedIn, according to a new study. Based on a survey of 2,701 LinkedIn members in the US who actively share and consume content, the report reveals that these “content revolutionaries” primarily share professional content on the platform in order to increase their visibility and enhance their reputations. LinkedIn counts … Continue reading »

When Blog Posts Get The Highest ROI

Blogs post most on weekdays, but sharing is highest on Saturdays and Sundays. Brands that blog are posting the most while consumers are working—and it may be hurting their reach. According to an April 2014 study from TrackMaven, bloggers were most likely to post their content on weekdays, with 87% of weekly blog content pushed … Continue reading »

Desktop Still Leads Mobile For Content Sharing

It’s a mobile world but desktop still holds the advantage in at least one area — engagement with content — according to first quarter data released today by social sharing plugin provider AddThis. The mobile share of total engagement is increasing — gaining 17 percentage points since the first quarter of 2013 — but AddThis … Continue reading »

25 Content Marketing Tools

If you aren’t already using content marketing to generate leads, you need to start now. Ninety-two percent of marketers are already using content marketing. More than half of B2B and B2C marketers are increasing their content budgets in 2014. While the fundamentals of good content will never change, the tools and tactics — and the … Continue reading »

B2B Marketers to Increase Content and Mobile Budgets in 2014

Content marketing is coming to the forefront this year. According to a December 2013 study by Advertising Age, three-quarters of business-to-business (B2B) marketers planned to up content spending in 2014, and just 1.3% said they would decrease their content budget. Digital is fueling the rise in content marketing, with B2B marketers planning to increase spending … Continue reading »

B2B Content Marketing: Which Assets Are Most Influential, and When?

Eccolo Media has released its latest “B2B Technology Content Survey Report” based on 503 respondents responsible for influencing or making technology buying decisions in the 6 months prior to the survey. The study covers a host of content marketing topics – including which collateral types are most frequently consumed and considered most influential – as … Continue reading »

How B2B Buyers Search and Their Content Preferences [study]

Almost three quarters (72%) of buyers planning to purchase a business product begin their research with a Google search, according to a recent report by Pardot. After an initial search, 70% of buyers then return online 2-3 times to do additional research, and 12% return online more than three times. Just under one in five … Continue reading »

How Successful Marketers Are Using Content Marketing [infographic]

B2B marketers are becoming more comfortable with content marketing, embracing more channels and investing in new content and tactics. In fact, more marketers are now allocating larger budgets and time to implement and experiment with content marketing strategies than ever before. MarketingProfs and the Content Marketing Institute recently released their annual report uncovering insights into how B2B marketers … Continue reading »

Quality Content and Social Media Increase Brands Google Rankings

A recent study aims to not only prove the longtime theory that Google and Bing favor brands, but that content quality, social media signals and backlinks are associated with higher-ranking pages in search engine query results (SERPs). Brand Web sites have an advantage when it comes to ranking higher in search engine query results on … Continue reading »

Most Valuable Types of Content For Leads [study]

White papers, webinars are the leading content pieces used for lead generation. Small and medium-sized businesses (SMBs) are always on the hunt for new leads, and increasingly, content marketing is how they are finding those prospective customers. According to a May 2013 survey from Business.com, three-quarters of US SMBs actively worked on lead generation tactics, … Continue reading »

Which Content Marketing Channels Are Most Important?

A new study from Unisphere Research (sponsored by Skyword) suggests that tried-and-true content distribution vehicles such as company websites and email campaigns are seen as the most essential for content marketing, rated as either extremely important or important by 88% and 73% of survey respondents, respectively. Interestingly, 7 in 10 believe that it’s important to … Continue reading »

Leads – The Primary Goal of Content Marketing

Nearly half of companies now have a formal content marketing strategy Content marketing saw its importance balloon between 2012 and 2013. According to the digital marketing company that delivers branded newsletters and content for vertical markets IMN’s “2013 Content Marketing Survey Report,” the number of US companies with formal content marketing strategies in place jumped … Continue reading »

Marketers Identify The Channels For Which Dynamic Personalization Is Most Important

About three-quarters of North American marketers believe real-time personalization is very important to their organization, and another 1 in 5 find it of moderate importance, according to survey results from Neolane and the Direct Marketing Association.  While respondents most often define real-time marketing as a cross-channel endeavor, they clearly believe that dynamic personalization is more … Continue reading »

Leads in 2013: Content Marketing, Retargeting Fastest-Growing Channels

This year, many marketers’ lead prospecting aims are focused primarily on finding new customers, while relatively few are looking only to retain current or reactivate former customers, according to Chief Marketer‘s 2013 Prospecting Survey. Marketers are ramping up their use of prospecting tools across the board, and while email remains the most common prospecting channel … Continue reading »