Is content marketing working?
Most companies agree that content marketing works. Almost a full 90 percent of companies employing a content marketing strategy believe it's either very or somewhat successful (1). The most important objectives for most companies with a content strategy is either customer engagement or lead generation. Surprisingly, only 19 percent use content for search engine optimization.
Articles and case studies, video and infographics are deemed the most effective form of content. Video, while rated the second most effective form of content, is also the most difficult to create. In contrast, articles and case studies are relatively easy to put together, and 54 percent of marketers claim they are the most effective type of content.
However, companies need to be careful that their content is actually valuable for customers. Going for quantity over quality is never a good idea and just adds to the amount of noise online. For instance, between 2013 and 2014, the volume of content per brand increased 78 percent (2). At the same time, engagement for each piece decreased 60 percent.
Given the difficulty of producing many forms of content, companies would be wise to stick with fewer pieces, but make sure each one provides significant value for customers.