Content marketing works. That’s the conclusion from a recent Ascend2 survey in which 89 percent of companies that use content marketing say it’s successful.
The Content Marketing Trends survey covered 290 marketers, sales and business professionals from companies around the world.
Almost nine out of 10 companies that use content marketing said that it’s either “very successful” or “somewhat successful.”
Lead generation and improving customer engagement were cited as the two most important objectives of a content marketing strategy, with improving search engine rankings at the bottom of that list — only 19 percent listed SEO as one of their most important objectives.
Articles and case studies were voted the most effective type of content, with videos and infographics not far behind. News releases were voted the least effective.
When it comes to producing content, videos are seen as the biggest challenge. 59 percent of voters listed it as one of the most difficult types of content to create. As far as balancing effectiveness and difficulty is concerned, it looks like articles and case studies hit the sweet spot better than any other type of content — high on effectiveness, low on difficulty.
The full report is available for free from Ascend2, but you do have to provide contact information.
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