Content marketing is now second only to paid search as the most important marketing strategy for digital advertisers, according to a new study released by WordStream.
While paid forms of marketing have traditionally ruled the roost for advertisers due to their short-term gains, there has been a noted shift to more organic and cost-effective methods during the last 12 months, with content and SEO rising up the ranks.
The “Online Advertising Landscape in 2019” report found that more than three quarters of digital advertisers will use SEO this year to support growth and drive revenue, while 60% plan to leverage a vast catalogue of content options to achieve the same goals. WordStream noted that advertisers are looking further ahead and want more sustainable returns and benefits.
“Like content marketing, SEO can be an extremely valuable long-term strategy when done effectively. Kudos to those surveyed for recognizing the importance of balancing short-term results with a long-term strategy for sustainable growth!” the study said.
SEO has grown in popularity recently, but it is not as widely used as content marketing just yet. Content was ranked second in a list of the most important strategies for advertisers, ahead of paid social and behind paid search. Email marketing will also command a notable share of budgets in 2019.
All of these marketing channels are mainly being used to generate a greater profit for advertisers, but achieving that goal is being hamstrung by a dearth of time and resources. Half of advertisers are also outsourcing at least one aspect of their campaigns to third parties.