Do you use content marketing to attract new customers, generate leads and promote your business? Do you ever wonder how your content marketing efforts compare to your competiton’s? A recent study by LookBookHQ and Oracle Eloqua examined what types of content marketers are creating, how much and how often they’re sharing their content and what is the most popular type of content. Here’s some of what the survey found:
First, most marketers could be doing a lot more when it comes to producing content. Fewer than half of content marketers (42 percent) create one or more pieces of content per week (blog posts did not count in this total). About three in 10 (29 percent) create more than one piece of content per week. The majority (62 percent) are somewhere in the middle, producing one piece of content every two weeks.
What’s the most popular type of content? Whitepapers and ebooks lead the list, with 76 percent of respondents creating these. Close behind, webinars are created by 74 percent of respondents; 66 percent create videos, 64 percent use case studies, 58 percent create presentations or SlideShare decks, 40 percent make infographics and 35 percent create surveys.
What about blogs? A whopping 83 percent of respondents say their company has a blog. However, when it comes to blogging, marketers are falling short, with just 39 percent publishing more than six posts per month, and only 24 percent publishing more than 11 posts per month. One-third publish just two to five posts per month.
Content curation is a great way to ease the burden of creating content, and 76 percent of respondents are sharing others’ content. The most popular ways of curating content are tweeting or posting a link to it on social networks (56 percent), writing a blog based on third-party content and linking to the original source (41 percent) and sharing links to third-party content on the business’s website (41 percent). About one-third also share links to third-party content in their email marketing campaigns.
What are some lessons for your business?
- When it comes to blogging, more often is better. Posting at least three blog posts per week is generally considered the “sweet spot” that helps your blog move up in search engine ranks. If you can’t write that many posts per week, remember that a post can be something as simple as sharing photos from a recent event or conference, spotlighting some interesting third-party content (just be sure you link to the source and attribute the original author), or posting a question or poll for your readers to respond to.
- A picture is worth 1,000 words. Only 40 percent of companies are making infographics, but they’re a great way to get attention for your business, as they frequently get shared. If you haven’t already, consider making online videos—they, too, tend to get more likes, views and shares than strictly text content.
- Survey says. Only 35 percent of companies create surveys, but I’ll let you in on a secret: Journalists and bloggers love surveys, which give them fodder for articles and blog posts. Try doing a monthly survey of your customers and sharing it with industry bloggers or members of the media. You can survey customers on the same thing every month and report how their answers change (for example, an accountant could survey customers about how easy or difficult it is to find working capital, then identify trends from the results), or you can ask different questions so you have something new to share every month.
Email marketing is a great way to share your content. Learn about Web.com’s email marketing services.