The most popular and effective Content Formats are still:
social media, videos and online reviews.
However, to put them in perspective and in order of popularity, it depends where they are in your funnel - BOFU, MOFU or TOFU:
Bottom of Funnel (BOFU) Leads
Social media
Videos
Online reviews
Templates
Podcasts
Middle of Funnel (MOFU) Leads
Videos
White papers & eBooks
Online reviews
Blogging
Social media
Top of Funnel (TOFU) Leads
Videos
Social media
Online reviews
Success stories
Customer testimonials
69% of organizations use content to generate top of funnel leads.
Measuring Content Performance
Only 31% of B2B marketers are very satisfied with their content's performance.
Industries with the least satisfaction
Education
Scientific services
Hospitality
Reasons for dissatisfaction
Low quality leads
Not enough clicks
Outdated content
Poor targeting
Lack of video
To improve content, marketing leaders suggest
Bigger budget
Larger content team (or more care taken in outsourcing to the best independent content creators)
More thought leadership
Better graphics and imagery
More videos (there's those videos mentioned again!)
Content Marketing Challenges
74% of content marketers struggle to attract quality leads.
Top complaints:
50% of sales teams say - Poor lead quality
38% of marketing teams say - Poor targeting in social media ads
96% of content marketing leaders find it hard to create compelling content topics.
This is where experienced content creators can make a difference - digitaladvantage.me.
Lead Generation and Content Marketing
71% of marketers say content marketing produces twice as many leads as outbound marketing, for less than half the cost (now that is a compelling statistic).
75% of B2B companies use content for lead generation.
79% of marketing leaders value lead quality over quantity.
80% focus on lead quality as their main content strategy goal.
64% of marketing leaders are unsure how to improve lead quality next year.
Top solutions for better lead quality in 2024
Improved content messaging
Better content distribution
Better content targeting
Content is the top lead source for 74% of organisations, but only 24% are happy with lead quality.
Measuring Content Success
64% of marketing leaders measure content success by SQLs (sales qualified leads).
Top metrics for success
Leads generated
Quality of leads
Views
Shares
Content Marketing in 2024/2025
66% of marketing leaders plan to increase their content marketing investment.
65% focus on granular targeting.
(See also: https://www.digitaladvantage.me/post/start-at-the-end-err-what-content-writing-and-marketing)
Video content makes up 51% of content today and is expected to rise to >60% in the next three years.
Content Creation Trends
Interactive Content: Interactive content like quizzes, polls, and calculators engage users and provide personalised experiences.
Short Form Videos: Platforms like TikTok, YouTube Shorts and Instagram Reels are driving the demand for short, engaging videos.
User Generated Content: Encouraging users to create content fosters community and trust around your brand. Always have a way to accept comments and additional data points from your readers.
Emerging Technologies in Content Marketing
AI and Automation: AI tools help with content creation, personalisation, and distribution, making processes more efficient.
Augmented Reality (AR): AR experiences can create immersive content that captivates audiences and boosts engagement.
Voice Search Optimisation: With the rise of voice-activated devices, optimising content for voice search is now crucial.
(See also: https://www.digitaladvantage.me/post/mic-drop-moments-when-audio-search-finds-that-needle-in-the-soundstack)
Best Practices for Content Marketing
Consistent Publishing: Regularly publishing high quality content keeps your audience engaged and improves SEO.
Repurposing Content: Transforming existing content into different formats (e.g., blogs into videos) extends its reach and utility.
Audience Feedback: Continuously gather and act on audience feedback to refine your content strategy and address their needs better. Seek reviews wherever possible and put those reviews to good use.
Future of Content Marketing
Personalisation: Tailoring content to individual preferences and behaviours will become more sophisticated with advanced analytics and AI.
Sustainability: Eco-friendly and socially responsible content will gain importance as consumers become more conscious about these issues. But be aware that there is a growing backlash against the climate change narrative and about DEI hiring quotas.
Collaborations: Partnering with influencers, micro influencers and other brands can expand your reach and bring fresh perspectives to your content.
Content creation and marketing can be a chore that keeps your best people away from what you really hired them for.
If that is so, let us take on the burden for you - digitaladvantage.me
(source of data points: DemandScience)
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