A survey of over 800 content marketers by Parse.ly reveals 69% use video content to drive engagement.
With nearly 80% of companies having content teams of 10 or fewer, many businesses maintain small in-house writing teams. However, 52% expect to expand the number of content creators, and 66% intend to boost content output.
Content is used by 91% of B2B enterprises to increase brand awareness, drive leads and demand (85%), and build credibility (81%). B2C brands leverage content to boost awareness and educate consumers, at 84% and 78% respectively. Most content marketers believe blogs are the most consumable and searchable content formats.
When it comes to engaging audiences, 88% prioritise social media, followed by email newsletters (78%). Owned channels like websites and social media are among popular distribution channels. Also, brands (49%) struggle to understand their content performance.
[4 minute read]