Marketwired Blog

64% of PR and Marketing Pros Will Increase Content Marketing Efforts in 2016: Marketwired Survey and Infographic

64% of PR and Marketing Pros Will Increase Content Marketing Efforts in 2016:  Marketwired Survey and Infographic

[By Lisa Davis]

If you’re curious about content marketing, a quick Google search will serve up no shortage of information on trends, best practices, benefits for B2B and B2C companies and what it all means as  2016 approaches.

We’re curious, too. The Marketwired Team wondered what PR, marketing and corporate communications pros are doing with content today, and what they’re going to be doing tomorrow. So we put together a survey and gathered some topline information about how practitioners are using content, what they are producing and why.

Check out the survey highlights in our original infographic and read more in our news release.

Here are 5 quick survey takeaways:

  1. PR & marketing pros use a lot of different kinds of content in their communications:  blog posts (55%), photos (29%) and news releases (24%) are used most frequently by our respondents, but newsletters, video, infographics and white papers were also named, along with case studies, webinars and tip sheets.
  2. A notable 61% of respondents said they are using influencers and brand advocates to help amplify their content, reach new audiences and increase engagement. For those who answered “no” to using influencers, they commonly cited budget and/or resource restrictions and not knowing where to start with an influencer program as their primary challenges.
  3. Half of respondents use visuals on a weekly basis to support their content efforts, and an impressive 30% do so daily. As consumers increasingly look for relevant and engaging multimedia content, it’s no surprise that PR and marketing pros are answering the call by producing and sharing photos, video, infographics and other visual content with their audiences.
  4. PR and marketing pros are taking advantage of opportunities to connect with and engage their audiences across multiple platforms.  Twitter (75%), Facebook (73%) and LinkedIn (63%) are the most commonly used social channels for sharing visual content (video, photos, and infographics).  Instagram, YouTube and Pinterest are popular choices as well, and social networking newcomers Snapchat, Periscope, Vine, and Meerkat also made the list.
  5. When asked which of part of the “media mix” (Paid, Earned, Shared and Owned) was most important to their communications programs, it was not surprising to see respondents rank earned media efforts as their top priority; after all, it has long been a staple of PR.  But owned media — blogs, tip sheets, case studies, webinars, etc. — ranked nearly as high in importance among respondents. PR and marketing pros recognize there are many opportunities to create relevant, useful resources for their customers and tell brand stories through their content.

What are YOUR plans for content in 2016?  Let us know in the comments, or tweet with #ContentMachine and share your thoughts.

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