Most companies use content marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 24, 2021, 4:48 PM UTC

This piece highlights content marketing trends that marketers should focus on this year.

A whopping 90% of all organisations use content in their marketing plans, including 91% of B2B companies and 86% B2C businesses. Video is the most preferred content format, with 54% of consumers in the US, Germany, Columbia and Mexico wanting to see videos from the brands they support.

With content showing signs of ROI improvement, a vast majority of marketers and CMOs are investing in content strategies. 61% of marketers said they use actual metrics and track their progress towards specific objectives over time to measure the content marketing ROI.

The article suggests marketers should note podcast as a medium is maturing, businesses are testing AI-powered tools in content and personalisation of content is increasing. They should create a strategy with an optimal mix of content that matches their prospects’ interests and preferences.

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[8 minute read]