Content is king, but heft is the head that wears the crown as companies ramp up content creation but lack the knowledge to define effectiveness.
Competition is fierce for both B2B and B2C businesses as they increase budgets and delve into new content formats in 2022.
analyzing He recently completed a study using over 800 content marketers to outline their content efforts for 2022 and beyond.
According to the findings of the study, these are the top priorities for content marketers.
More money, bigger difference
Google and other search engines have long put content at the top of their optimization lists through EAT and other efforts. Despite this, companies of all sizes have kept writing small teams and focusing on blogs and other written content.
B2B and B2C companies have small teams within the company or use a group of freelancers or content agencies to create content, so they can focus on running the business.
Among those surveyed by Parse.ly, approx 80 percent She had difference content from 10 or less.
Companies are creating more content than ever before, but they recognize the need to create more new and diverse content:
- 52 percent They plan to increase the number of content creators.
- 66 percent Plans to increase the production of its content.
Budgets also increase as most of the new money goes into more creators, rather than software and platforms, to make content creation more efficient.
B2B and B2C content priorities
Content-conscious businesses use content throughout the buyer journey from first purchase to prior payment.
On the B2B spectrum:
- 91 percent Use content to increase brand awareness
- 85 percent To generate demand and leads
- 81 percent to build credibility
- 79 percent To educate the public
- 68 percent To take care of potential clients
- 64 percent to generate sales
in the B2C space
- 84 percent Use content to increase brand awareness
- 78 percent To educate the public
- 73 percent to build credibility
- 60 percent To generate leads
- 60 percent to build loyalty
- 56 percent to generate sales
The most understandable and searchable content companies can create is blogs 91 percent of the respondents who created this content.
Engaging the masses through social media was a priority 88 percent Followed by the tried-and-true marketing tool, email newsletters, at 78 percent.
Long form content works great to help improve the authority and experience for search engines as well as for consumers using 58 percent using content for case studies, 53 percent for events and webinars, 52 percent For e-books and 38 percent for white papers.
Although there are some of the best posts, only 69 percent They were using the content for videos.
get the word out
Companies can create amazing content, but it’s not worth much unless your target audience sees it.
Proprietary channels, such as corporate websites and social media, are the most common method of distribution 90 percent And the 83 percent of the respondents.
Emails to listed customers were the third most popular 77 percent of businesses, followed by paid social media and search ads 62 percent And the 49 percentrespectively.
The first choice for both B2C and B2B social media platforms was LinkedIn, which according to Parse.ly 1 percent of total social media traffic to a website.
Facebook was the second most popular method of paid distribution and membership 89 percent of traffic from social media.
Popular social media sites like Instagram and Tik Tok were near the bottom of the list on both paid and membership platforms of choice for businesses.
B2B and B2C Wishlist
The most popular and easily generated content is written, such as blogs and social media posts.
They’ve been successful in engaging audiences, and blogs do well in search engines, but B2C and B2B companies wanted to invest in video and longer content if they had the resources.
Video on YouTube, Facebook and other platforms, whether organic or paid, has high engagement.
Many companies refuse the cost of video production and editing. This leads to a more guerrilla-style approach to video using live streaming, smartphones, and handheld cameras.
Companies already have these resources available and use them to promote sales, assets, and events. The report identifies companies’ desire to expand beyond their existing content and into new avenues such as video, e-books and infographics.
What works and what doesn’t
Expanding content is great, but only if companies have the analytics to see what works and what doesn’t.
One of the biggest risks to existing content strategies is understanding the return on investment. According to the report, 51 percent Most companies track and understand metrics 49 percent They don’t understand how to perform their content.
The biggest metric that is used to determine performance is page views, which it gets a lot from Google Analytics. Companies may monitor page views, but not track how content affects sales, revenue, conversions, or the buyer journey.
This leads to content that may bring traffic to your site but doesn’t necessarily lead to conversions.
Projections for 2022 and beyond
As Parse.ly reports, 2022 is a big year for content metrics expansion and diversity, but the current legacy tools aren’t equipped to handle the complexities of content metrics.
It’s exciting to see an increase in content and content creators, but a successful marketing plan isn’t just about creating but understanding how that content relates to business success and customer satisfaction.
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