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Important Content Notes 2016

The 42 Most Important Content Marketing Study Results for 2016

Once again in 2016, a lot has happened in the content world. But how much progress have companies achieved with their content marketing? Where do they stand in terms of content strategy? What tools do they use? And what are the greatest challenges content marketers currently face? To ensure you don’t miss anything important, we have researched 2016’s most important content marketing studies. This collection will bring you right up to date in terms of content and leave you perfectly prepared for your content activities this year.

Content marketing budgets

1. Content marketing expenditure in Germany is set to reach 413 million euros by 2020.

Source: Content Marketing online in Europe to 2020, Yahoo and Enders Analysis

2. 39% of B2B, and 42% of B2C companies in the US want to increase their budget for content marketing in the next 12 months.

3. On average, B2B companies in North America spend 29% of their marketing budget on content. For B2C companies, the total is 26%.

4. 70% of US companies plan to produce more content in 2017 than in the previous year.

Source: B2C Content Marketing 2017, B2B Content Marketing 2017, Content Marketing Institute

Content marketing goals

4. Branding, customer loyalty, performance and SEO are the most important content marketing goals for marketing professionals and managerial staff in Germany, Austria and Switzerland.

Source: Ligatus Content Marketing Study

5. Brand awareness is the most important content marketing target for B2C companies in North America (74%). Though for most B2B companies, lead generation is even more important. Increasing commitment is also seen as a very important goal.

Source: B2C Content Marketing 2017, B2B Content Marketing 2017, Content Marketing Institute

Content strategy

6. 37% of B2B and 40% of B2C companies in the US have a documented content strategy.

7. More than 70% of these companies say their strategy contains plans to implement content marketing as a continuing business process, rather than as a simple campaign.

8. 54% of B2B companies and 57% of B2C companies in the US have defined precise business objectives in their content strategy.

9. More than half of US companies have identified specific target group personas in their content strategy.

10. US companies use an average of 7 different content types.

Source: B2C Content Marketing 2017, B2B Content Marketing 2017, Content Marketing Institute

Blogging

11. Headlines with 6-13 words bring the most traffic.

Source: HubSpot

12. 60% of marketers say that content creation for blogs is their most important inbound-marketing priority.

Source: State of Inbound Marketing 2016, HubSpot

13. 47% of all buyers viewed 3-5 types of company content formats before interacting with a sales representative.

Source: Demand Gen Report

14. Qualitative, high-quality and efficient content is the reason why 77% of B2C marketers have become more successful in content marketing.

Source: B2C Content Marketing 2017 Benchmarks, Budgets and Trends - North America, Content Marketing Institute

Video content marketing

15. Internet users expect the latest news and information (75%), tips & advice (62%) and service & consultation (50%) from brands on the Internet.

16. For branded videos, explanatory videos & serial formats have the greatest potential.

17. The main reasons for watching videos are entertainment and the desire to have things explained.

Source: fischerAppelt Moving Image study

SEO

18. The average Google page 1 search result contains 1,890 words.

Source: Backlinko 

19. 30% of mobile search queries relate to a single location.

Source: Google

20. 28% of search queries end in a purchase.

Source: Google

21. 66% of marketers state that the expansion of SEO and their organic visibility is their greatest inbound marketing priority.

Source: State of Inbound Marketing 2016, HubSpot

 

Inbound Details

Source: HubSpot

Content distribution

22. The top 3 measures for the dissemination of content in the D-A-CH (Germany, Austria, Switzerland) region are advertising in social media, newsletter advertising and content promotion (text, images, and advertising as content).

23. 75% of companies claim to build their own content using methods such as e-mail newsletters, websites, blogs, or social media.

24. 58% use paid-for channels such as social media advertising, SEA, native advertising, and display advertising.

25. Although Influencer Marketing is well-understood, so far only a few companies are using it for content distribution.

Source: Ligatus Content Marketing Study

26. In addition to emailing, US companies mainly distribute their content via Facebook, Twitter, LinkedIn, and YouTube.

27. On average, B2C companies in the US use 4 paid-for methods of content distribution while B2B companies use 3.

28. US companies consider search engine marketing and social media promotion as being particularly effective for the promotion of company content. Also among the top 6 were print advertising and native advertising.

Source: B2B Content Marketing 2017, Content Marketing Institute, B2C Content Marketing 2017 Benchmarking, Budgeting and Trends - North America, Content Marketing Institute 

Success measurement in content marketing

29. Unique visitors and clicks are key metrics many companies use to measure content success. Other key indicators are the length of stay, views, leads, and shares.

Source: Ligatus Content Marketing Study

30. More than 70% of US companies use website traffic to assess their content activities, followed by lead quality and social media shares.

31. More than 75% of US companies can demonstrate that content marketing has increased user engagement.

32. 72% of B2B companies in the US state that content marketing has increased their volume of leads.

Source: B2B Content Marketing 2017, Content Marketing Institute, B2C Content Marketing 2017 Benchmarking, Budgeting and Trends - North America, Content Marketing Institute

Challenges in content marketing

33. The biggest challenges in the content marketing sector are too few resources and budgets that are too small for the creation and distribution of content.

Source: Ligatus Content Marketing Study

34. Too little time for content marketing and problems over content strategy are among the most common reasons why content marketing still fails.

Source: B2B Content Marketing 2017, Content Marketing Institute, B2C Content Marketing 2017 Benchmarking, Budgeting and Trends - North America, Content Marketing Institute

35. The main general challenges in marketing are:

  • converting traffic into leads
  • the perceived ROI
  • sufficient budget to secure desired outcomes

Source: State of Inbound Marketing 2016, HubSpot

Tools & Techniques

36. B2B companies use the following tools and resources for their content marketing (Top 5):

  1. Analytics tools
  2. E-mail platform
  3. Editorial plan
  4. Content management system
  5. Social media calendar

37. The most widely used techniques B2B companies employ to gain insights about their target group are:

  • Website analysis
  • Keyword research
  • Employee feedback
  • Competition analysis
  • Social listening

Source: B2B Content Marketing 2017, Content Marketing Institute

Social Media

38. In the last two years, content has increased by 57% on Facebook, 25% on Twitter, and 21% on LinkedIn.

Source: HubSpot

39. Pinterest users spend an average of 50% more on a purchase than users of other social media channels.

Source: Shopify

40. 74.2% of US companies with more than 100 employees want to incorporate Instagram within their marketing concept in 2017.

Social Networking Usage

Source: Emarketer

41. Snapchat shares 8,796 photos every second.

Source: CEWE Photoworld

42. On average, 15% of visits to an article arrive via Twitter. Facebook brings more traffic, but Twitter users engage with the content for longer.

Source: Pew Research Center

Conclusion:

These 42 facts certainly provide some useful content marketing insights: results for B2B and B2C companies differ only slightly; in many companies, content marketing has gained in importance in 2016 and has also become more successful; content marketing budgets for 2017 will stay much the same, or will increase, and more content is to be produced.

Many companies have addressed the concept of personas this year and are trying to get closer to the content preferences of their target audience via analysis and research. In addition to Facebook, Twitter, LinkedIn, and YouTube, these statistics demonstrate the huge potential of new social media channels such as Snapchat. Companies are already using various content formats in parallel. In 2017, they would be well advised to develop some new and exciting opportunities for innovative content campaigns.

Once again in 2016, a lot has happened in the content world. To ensure you don’t miss anything important, we have researched 2016’s most important content marketing studies. This collection will leave you perfectly prepared for your content activities this year.