Videos and blog posts are the most popular content formats used by digital marketers and almost two-thirds of brands push out high quality pieces at least once a day, according to a new marketing study published by business news site, TheManifest.com.
Content marketing has grown significantly in recent years and this is reflected in the survey of more than 500 digital marketers, as the majority now dedicate a substantial amount of time and resources into the practice. Back in 2016, only 36% of respondents said they did so.
Video is often the go-to format in marketing, but the study suggests high quality prose is still valued by brands and consumers alike as 69% maintain blog posts. Infographics with engaging images (56%) are next on the most popular list ahead of product reviews and whitepapers.
Moving back to blogs, contributors to the study said “effective blog content” should be the foundation for any content strategy as it is the best for addressing audience interests, answering questions and showcasing thought leadership. They are also excellent for driving organic traffic in search and driving leads for products and services.
The report also noted that publishing daily is now considered the “gold standard” but that internal teams may be unable to dedicate the time to support frequent creative and publication demands. This is an area where a third-party agency can make a difference in 2018, as consumers now crave a regular flow of engaging experiences from their favourite brands.