So when it comes to creating content, what are the most effective content types for companies? And what are the top priorities, goals, metrics, and tactics businesses are using? Here’s what’s trending in content marketing strategy for 2017, according to a survey of 300 marketers at U.S. enterprise companies. Top Content Priority: Brand Story Brand story is the most important element of a content marketing strategy, according to 18 percent of the content marketers surveyed by Clutch. Other important factors were mission statement (17 percent), content types (17 percent), metrics (15 percent), and audience personas (14 percent). Top Content Goal: Brand Awareness Brand awareness was the main goal for 49 percent of companies, according to the survey results. Higher visibility in search engines was the top goal for 30 percent of companies, while lead generation was the main goal for 21 percent of businesses. Most Effective Content Format: Research/Original Data Out of 10 popular content types, research/original data performed best for companies, according to 18 percent of content marketers surveyed. Top Content Success Metric: Sales The most important metric content marketers use to measure the success of content is sales – how many people make a purchase, according to 32 percent of those surveyed. Top Content Promotion Tactic: Paid Advertising Paid advertising (paid social and native ads) was the top content promotion tactic used by 71 percent of marketers surveyed.
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If you want your content marketing to succeed, then you need a strategy. You can’t just create content and expect people to find it and love it.
When creating your content, you need to keep three important elements in mind:
- Your target audience.
- Your business objectives.
- How you’ll promote that content.
So when it comes to creating content, what are the most effective content types for companies? And what are the top priorities, goals, metrics, and tactics businesses are using?
Here’s what’s trending in content marketing strategy for 2017, according to a survey of 300 marketers at U.S. enterprise companies. The survey was conducted by Clutch, which provides research and reviews on advertising and marketing agencies, as well as other types of firms.
1. Top Content Priority: Brand Story
Brand story is the most important element of a content marketing strategy, according to 18 percent of the content marketers surveyed by Clutch. Other important factors were mission statement (17 percent), content types (17 percent), metrics (15 percent), and audience personas (14 percent).
Surprising to see personas so low, as that should be one of the top priorities if you truly want a consumer-centric strategy. Make it your mission this year to identify who is interested in your content and create content that meets their interests, needs, desires, concerns, and expectations.
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