Nine in ten marketers say that the publication of engaging content drives higher-quality leads compared to other forms of marketing, according to a new study released late last week by a leading agency.
Content marketing has long been the de-facto method for supporting a range of positive business outcomes for brands around the world, and that trend is set to strengthen in 2019. The study found that content marketing adoption will continue to increase during the next 12 months.
The main reason behind the uptick in adoption appears to be the quality of leads and opportunities that content can deliver on a regular basis. Almost two-thirds of respondents said that they now publish articles, blogs and infographics several times a week, and 89% see better leads via these campaigns compared to other initiatives.
The impressive returns will prompt a sizeable 39% of marketers to increase their budgets for content in 2019. Brands expect to see their stronger commitment to content stand them in good stead in terms of lead quality, as 55% say that it will have a positive impact in this area.
The study suggests that content marketing remains one of the most sustainable marketing tactics for brands, which is no surprise considering how versatile it can be in terms of formats, mediums and platforms in today’s digital landscape.
For example, just one editorial blog can be published across a number of social media channels and on a corporate website at the same time. “Evergreen” content can also drive traffic long after publication.