Want to know which content is right for your campaign? This simple reference guide from Aberdeen Consulting covers everything from video to webinars, infographics to white papers, providing supporting benchmark stats for the effectiveness of each.
The report references stats from 2012 research by the Content Marketing Institute. Here are the highlights:
- 68% of marketers rate research reports as effective or highly effective, making them one of the most consistently high performing forms of content marketing.
- Best-in-Class companies use video content 45% more often than other companies in their
sales and marketing.
- People remember 58% more by watching video vs. reading alone. Nearly 60% said they would watch video previous to reading text on the same webpage. A video in Google’s index is 53 times more likely to appear on the first page search results.
- 42% of the CMI B2B Content Marketing study participants use Webinars/Webcasts, and place the tactic in the top 5 for effectiveness in driving demand. Webinars are used by 60% of large companies, versus just 28% of small businesses.
- 69% of businesses now blog. This climbs to 85% when looking at best-in-class companies. Blog usage by marketers increased 27% between 2010 and 2011.
- 56% of best-in-class marketers invite guest bloggers, compared with an industry average of 39%.
- Articles are the most popular content marketing format, with 79% of companies including them in their mix.
- Slideshare is in the top 200 websites globally, with 60 million monthly visitors and 130 million pageviews. Of companies using social media, 20% now distribute content via Slideshare.
- 69% of best-in-class organisations provide channel partners with marketing content to promote. Only 39% of worst-performing companies do so.
- Customer acquisition (68%), and Lead Generation (66%) are the top organisational goals associated with content marketing, alongside brand awareness (68%).
- 31% of companies use microsites within their content campaigns.