17 Content Marketing Statistics to be Aware of in 2018

social media marketing

Most businesses are who are now aware of content marketing are investing in it. But few of these businesses are actually experiencing benefits that can directly be linked back to their content marketing efforts. This could be because content marketers and business owners aren’t investing their content marketing budget properly.

That’s why we have put together 17 content marketing statistics to give you a sense of the trends to follow when planning your content marketing.

#1 Content marketers’ greatest educational needs

64% of the content marketers who participated in this study, said they were keen to learn how to create a better content marketing strategy. If you’re one of them, here’s a content marketing guide that can help.  

#2 Outsourcing content creation

According to recent research conducted by Zazzle Media, 60% content marketers said that they struggled with producing content consistently.

To avoid facing this problem, consider working with a social media and content agency like Godot Media or with freelancer social media managers chosen from freelancer aggregation platforms like Upwork.

It’s interesting to note that 62% small businesses outsource content creation to agencies.

#3 The importance of documentation

As per data gathered by ContentMarketingInstitute, 63% of participating businesses didn’t have a documented content marketing strategy.

Documentation helps with better planning and execution. Begin today by documenting every detail of your content marketing strategy, including which hashtags to use.

#4 Long posts vs Short ones

Long form content beats short form content. On an average, posts that are longer are nine times more effective in generating leads than posts that are shorter, according to Curata.

When investing in content or outsourcing to agencies, focus on creating long guides, blog posts, whitepapers and eBooks to share on Twitter and other social networks.

#5 Content to convert

Content causes conversion rates to increase exponentially. Brands and businesses using content experience an average conversion rate of 2.9% against those that don’t which experience an average conversion rate of around 0.5%.

However, the key to recreating this level of success lies in creating conversion-oriented content.

#6 Videos vs Blogs

63% content marketers claimed to believe in creating video content marketing assets while 60% said they preferred to invest in blogs.

While video is taking over the internet, video based search and SEO isn’t as established or easy to achieve as blogging based search and SEO.

#7 Consistency and frequency

At least 2/3rds of content marketers who participated in the eMarketer study said that they created at least one new content asset everyday.

Consistency is critical in content marketing, and new content has a definite impact on your SEO and search ranking efforts.

#8 Twitter to generate purchases

According to Twitter’s records, 69% people have made purchases influenced by tweets, and 94% people plan to buy from businesses that they follow on Twitter.

Irrespective of your industry, having a Twitter presence is critical. Using this presence, you can reach out to current and potential customers.

#9 Metrics to measure

As per Skyward’s research, the most successful content marketers tend to focus on engagement and conversions more than they do on traffic.

When monitoring content marketing metrics, ensure that you unique, trackable links to enable conversion-tracking for your blog and social media posts. Google’s campaign URL builder and Hashtagify’s hashtag tracker are both tools that can help.

#10 Google’s position

Blog posts are effective only on page one of Google’s search results. 91% people searching for answers on Google only refer to page one’s results, as per Brafton’s research. If you’re not sure how to get on page one, try implementing the Skyscraper technique.

#11 Content as customer’s life support

Content marketing complements traditional sales. According to LookBookHQ’s study, about 49% content marketers are creating content that closely aligns with various stages of a customer’s life cycle.

Alternate between content focused on early stage prospects and hot leads, ensuring that you target them all. If possible, use targeting to deliver the right content to a customer in a particular stage of the sales cycle.

#12 Original content

According to SocialMediaExaminer’s research, 58% marketers said that original written content is the most valuable form of content for marketing. However, this doesn’t mean that you have to personally create all of your content. You may find that outsourcing content creation, collecting User Generated Content or curating fresh content from industry authorities is just as effective as creating it.

#13 Podcasts

As per podcast insights, close to half of podcast listening (49%) happens when your target is at home and 22% in the car. When planning your podcasts, essure that you deliver key information in a compelling manner so it sticks inside your target’s mind even when it’s consumed as background information.

#14 Best content to share

According to OKDork, blog posts remain the most shared content. When planning your Twitter marketing strategy, ensure that you reserve some posts to promote your blog posts. Most viral blog posts become so because they’re extensively shared on social media.

#15 The power of title

As per Hubspot’s research, blog posts with titles that have 6-13 words tend to get shared more than other blog posts.If you have created blog posts with shorter or longer titles, you can alter the title length when sharing on Twitter or other social media.

#16 Webminars

Webinars are effective in lead generation. According to Wyzowl, 87% marketers said that webinars earned them valuable leads. If you have blog posts, white-papers and eBooks, you can convert them into webinars and share them with people in exchange for their email addresses.

#17 Branded content

About 72% marketers believe that branded content is more effective than magazine exposure that was used traditionally. Unless you are targeting local audiences who aren’t accessible online, it’s best to invest in online content marketing.

Wrap

Using these content marketing trends and statistics, you can create better content marketing strategies and achieve your goals. Any ambiguous quality of content marketing can be verified by studies conducted by various organizations, such as the ones mentioned above. Now it’s over to you. Optimize your content marketing so you can get better results.

Author bio:

Disha Dinesh is a content strategist who works with small businesses. When she’s not writing, she’s drumming up a storm on percussion instruments.

4 Ways to Improve Brand Discovery and Visibility on Social Media

Social media is dense, and getting noticed is hard. Here are a few hacks to maximize your discovery and visibility. Practice these ideas consistently and you will have yourself a formidable social presence.

It is important to collaborate with employees, customers and fans.

For your message to travel on social media, it has to be carried by people. What most companies overlook is that they already have their people on social media – employees and customers.

1. Make social advocates off of enthusiastic employees

Social Employee Advocacy is when your employees advocate your brand on social media by sharing promotional content. When implemented the right way employee advocacy could increase your visibility by as much as 561%.

Why this matters

Of all representatives of a brand on social media, its employees are the most influential. Plus, they have more social connections ( put together) than the brand does, and are also more credible (brands are considered commercial by default).

How to make it happen

Begin by getting them excited about representing the company. Show them how their efforts can help build a brand. Recognize employees’ participation and include incentives. You could use DrumUp Employee Advocacy Platform which has a built in points system and leader board for employee engagement.

If you’re getting multiple promotional shares it also has to be supplemented with other useful industry related content, or your employees’ shares might be blind sighted as commercial…

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Curating top notch content is hard, but its easier when you’re using a reliable algorithm to do it for you. DrumUp’s platform also lets you curate content and share it with your employees, apart from uploading the promotional content that you have created.

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A sound balance for social media success.

When implementing employee advocacy, run a pilot. Share different formats of content with a set of messages and see which types of content:

a. Get most shares by employees
b. Receive most engagement on social media

And then implement the program on a large scale.

2. Happy customers equal valuable social capital

Happy customers incite trust in potential customers. Get content out of happy customers on social media and you have valuable social capital that could persuade more people to give you a try. According to a study, 71% customers have admitted that they make purchases based on social media recommendations.

It isn’t easy to convince people to put in work, but set your activity around the right motivators and you can get your audience to follow suit.

– Create a fun contest that requires taking a picture with your product
– Have one that makes them use your product creatively
– Do a run of the mill story writing contest
– Turn customer testimonials into powerful social media posts
– Share success stories of customers to encourage people to use your product
– Use FAQ on your website to create a useful blog post
– Communicate frequently with valuable customers on your social profiles

There are several great examples of social media campaigns to generate content from customers, but these are my favorite.

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3. Friend your fans and encourage them to share

Don’t ignore your fans. This seems obvious and unnecessary to say but several brands are so focused on content curation and marketing that they overlook the networking and engagement parts. All the content you post is directed at your audience, so you have to acknowledge their needs, concerns and interests for your content to be successful on social.

– Request people to share, this increases your chances of getting them
– Make your posts conversational and
– Initiate impromptu conversations on your social feed, really get to know your audience

Most importantly, make it easy for them to share your content. The easier it is for them to share, the more likely they are to do it.

Create tweets on your blog posts and create provision for your readers to share it right from there.

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You could also create contests that drive more traffic to your social pages.

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4. Make your social content search-friendly and share-worthy

For your content to move on social media it must be discoverable and share-worthy when discovered.

Optimize your content to platform specific search mechanisms.

For instance the hashtags you use on Twitter are critical for visibility. Hashtags categorize and tie together conversations on Twitter.

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Using the right one, or combination of hashtags and you can earn exposure to larger, more relevant and engaged audiences.

To choose the right hashtag you need to know:

a. What’s trending
b. Who’s talking about it

Hashtagify tells you that and more. Leverage Hashtagify’s maps to discover the popularity of hashtags and which influencers are using them so you can ride the wave and make your tweets visible to wider and more specific audiences.

On Facebook and LinkedIn, what you put in your page descriptions matter. Every social media platform has a search engine of its own. Think about what your target audience might search for and include those keywords in your company description so your company page shows up when it should.

One your page does show up, it has got to look good. Make best use of your cover photo space and every other field provided to your for any kind of content.

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When you create or curate content, make it visual. Visual content can’t be compared to plain text. Period.

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Finally, for all your content, remember to orient it towards your viewers, their ideas, their interests rather than your own. Whatever you post, ask yourself if it is useful to your audience and if they will like it before you do.

Author bio

Disha Dinesh is in charge of content at DrumUp. Her interests include social media marketing and content curation.