Content Marketing Statistics 2022-2021, 2020-2019
Top content marketing statistics you should know include:
- Most marketers, 79 percent, want to generate more qualified leads from their content marketing strategy
- 92 percent of companies say their content is a business asset.
- Podcast listening has increased 60 percent in the last three years.
- Companies use organic search to market their content 89 percent of the time.
- For marketers that create content, 60 percent create at least one piece a day.
- 73% of companies designate an employee to control their content creation
- Out of all marketers using content marketing, 63 plan to increase their use of YouTube.
- Only 10 percent of companies use User generated content as part of their content marketing strategy.
Content Marketing Facts 2022-2021
Most marketers. 79 percent, have a goal of generating more qualified leads from their content marketing strategy. More website traffic is always good, but if visitors are not looking to buy the website’s product or services, the traffic isn’t very useful. The goal should be to get more leads and sales. It’s better to have less traffic from interested consumers than a lot of traffic from people who have little interest in ultimately buying the product or service.
Most businesses (92 percent} know that creating high-quality content is a good investment. It can enhance the company’s reputation and make consumers see them as an authority. High-quality content can also drive traffic to their website, increasing leads and sales. Evergreen content, whether it’s a video or infographic, can generate interest for a long time, while more traditional advertising, like a banner ad, only generates interest only while companies pay to have the ad displayed.
Podcasts are hot now. In the last three years, 60 percent more people in the United States have started listening to them. There are so many different types of podcasts available today that listeners have no trouble finding something that interests them. Unlike traditional radio ads, podcasts are more conversational, so people tend to listen and participate. An interesting podcast can build brand awareness, establish authority and drive website traffic. Every brand can find a topic that would interest their audience.
There’s no denying content marketing is a major part of Search engine optimization. With all the distribution channels open to them, 89 percent of companies use their own website to market content. Companies know SEO is essential to acquiring new customers, so they optimize their content and hope it attracts links to it. While many companies pay for excellent content, they don’t have to pay to promote it in organic searches. The content stays available for as long as it’s on the website, so it can attract leads for a year or more. Repurposing existing content by updating it is another way to attract search engines, as they view it as fresh content.
Being inconsistent about content creation will not to cut it; 60 percent of marketers that create content, create at least one piece a day. This does not mean a company has to churn out a 2,000 word in-depth article every day; content comes in many forms. Businesses that master content marketing vary their content, including images, blog posts, videos and more. Larger organizations can have many different departments create content, as long as it’s vetted by a manager before being posted. For example, customer service representatives can write blog posts, each one answering a common question they hear. Human resources can do interviews with C-level executives and post them on interview sites. Most companies create a number of different content types ahead of time and have them ready to post.
For companies engaging in content creation, 73 percent have a designated person to monitor and control the content. This is vital, especially in the social arena. Letting any employee post something without it being approved first is a recipe for disaster. One disgruntled employee could ruin a company’s reputation quickly, as controversial social media posts can go viral quickly. Companies posting content on their website also should have a person dedicated to monitoring it to be sure it reflects the businesses’ values, and it is free of any grammar or spelling errors.
Video content marketing is more important than ever, which the 63 percent of marketers who plan to up their YouTube marketing already know. Fortunately, video marketing is easier than ever, with software giving anyone the ability to create professional looking content from a smartphone. You can create demo or how-to videos to show viewers how easy it is to assemble or use your product. For hotels and resorts, 360° videos can give viewers a tour of the facility to encourage reservations. Companies can also show their human side by posting a video of a charity or community event they sponsored. Video has nearly unlimited uses.
Many businesses are missing out on a form of content marketing that consumers see as honest and authentic. Only 10 percent of online companies see user generated content as a viable content marketing tactic. Reviews and testimonials are common examples of user generated content that many businesses use, especially eating establishments and hospitality brands. Nevertheless, brands in other industries can solicit user generated content with a little creativity. For example, a clothing brand could offer a discount code to customers who send an image or video of themselves wearing their purchase. This would show potential customers how the item would look on them, not on a model.