Nearly half of companies (46%) now have formal content marketing strategies, and 37% are considering such strategies, according to a recent survey of 217 marketing professionals by Unisphere Research and Skyword.
An overwhelming majority (87%) of the organizations surveyed say they create their own original content; 24% use content written or produced by outside vendors; and only 17% are curating content as part of their marketing initiatives, the research found.
Among the types of digital content created by respondents' organizations, the following are the top 3, according to the study:
- Articles: 76% of organizations
- Videos: 60%
- Blogs: 58%
Below, additional key findings from the report.
- 68% of respondents say their primary goal for content marketing initiatives is to engage customers and prospects.
- 44% want to increase brand awareness.
- 38% are primarily looking to acquire leads.
- 71% of respondents report they are employing social media to distribute content.
- 84% of use Facebook to promote their content.
- 79% use Twitter, and 64% use LinkedIn.
- Branded blogs are seen as the most useful social media initiative (64% of respondents rated them as "extremely valuable" or "valuable").
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji