Expand Your Content Marketing Horizons
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Four Recent Studies to Expand Your Content Marketing Horizons (Freelancers, Take Note)

Effectively marketing content can be difficult, but when you consider that best practices, audience preferences, and content creation techniques change frequently, things move from being difficult to nearly impossible for marketers to keep up with. Among all the confusion, finding the data they need to make educated decisions is perhaps one of the trickiest tasks for marketers and content creators.

But before you resign yourself to hours of Googling the most relevant data for your marketing efforts, read on. We have collected some of the best marketing studies from the past few weeks into one location, so you can have direct and easy access to the information you need to know.

Expand Your Content Marketing Horizons

1. Get ahead of stats for B2B content marketing in 2019.

The B2B 2019 Content Marketing 2019 report delves into several facets of marketing that are important for B2B marketers to understand — especially those who are asked to wear multiple hats. The report discusses audiences, video marketing, email campaigns, content spending, and more.

Key findings:

  • Nearly 9 out of 10 successful B2B content marketers say they prioritize the informational needs of audiences over their own sales or promotional messages.
  • More than half (56 percent) of B2B content marketers said they increased their content creation spending over the last 12 months. More than one-third (37 percent) said they increased spending on content marketing staff.
  • Nearly two-thirds of B2B marketers (64 percent) say that their use of audiovisual content has increased over the last year. Similarly, 61 percent of respondents say that written digital content — such as blogs, ebooks, and articles — increased year-over-year.


Expand Your Content Marketing Horizons

2. Make your email marketing more effective.

Every email marketer knows that the more you can personalize content to recipients in meaningful ways, the more likely you are to have success in your email marketing efforts. However, success is difficult to attain because, well, good personalization efforts are hard to accomplish, as Ascend2’s Strategies, Tactics, and Trends for Email Marketing report points out.

Key findings:

  • According to the report, a personalized messaging email is the most difficult type of email to deploy. Conversely, respondents also say that personalized messaging emails are the most-effective emails.
  • Survey respondents claimed that the second-most effective email to send is a single-topic/dedicated email. However, unlike personalized emails, respondents claimed that these kinds of emails are among the easiest to send.
  • Marketers responded that milestone/birthday emails are the easiest to deploy, but not as effective as personalized messaging or single-topic emails.


Expand Your Content Marketing Horizons

3. Catch up with the state of video marketing.

In December 2018, Wyzowl surveyed more than 600 respondents in its State of Video Marketing 2019 report and found that video production, as well as video consumption, is set to increase again in 2019. Because nearly 9 out of 10 businesses are now developing video content for their marketing efforts, the state of digital video marketing is robust.

Key findings:

  • Nearly 9 out of 10 (87 percent) of video marketers say they have used YouTube as a distribution channel. From that group, 4 out 5 respondents say the channel has been successful for them.
  • Facebook Live appears to not be gaining much traction. One year ago, 34 percent of respondents said they had used Facebook Live. This year’s study yielded a response by 35 percent who said they would use Facebook Live. The number of respondents who say they will utilize Facebook Live in the next year is 36 percent.
  • Roughly one-third of respondents (34 percent) say they watch digital video mainly on mobile devices, while 17 percent of respondents say they watch videos mainly on desktop. Just under half of respondents (42 percent) say they watch videos “pretty much equally” on desktop and mobile devices.


Expand Your Content Marketing Horizons

4. Investigate why Instagram advertisers stay loyal, keep spending more.

While marketers have seen organic reach decrease on Facebook in recent months, the same is not true for Instagram. In fact, it may be true that Instagram’s ability to reach people organically is also spurring businesses to trust the platform and explore ad spend options as well. Kenshoo’s Q4 2018 Quarterly Trends Digital Marketing Report references some of the successes Instagram is experiencing thanks to new — and existing — ad buyers.

Key findings:

  • Instagram experienced a 120 percent year-over-year increase in ad spend. Even from 2018 Q3 to Q4, the platform saw an increase of 43 percent.
  • Existing advertisers are driving much of the ad spend growth on Instagram. The study concludes that more than 80 percent of the year-over-year increase in ad stems from existing advertisers.
  • Perhaps even more impressive is that 97 percent of the ad spend increase from Q3 to Q4 also came from existing advertisers.
  • Despite the increase in Instagram as spend, Facebook continues to be the big brother. Of the marketers who spend ad budget on Facebook and on Instagram, they rarely spend more than half of their ad budget on Instagram — opting instead on most of the ad spend going to Facebook.
Chad Buleen

About Chad

Chad Buleen is an award-winning journalist, the manager of social messaging for a large international nonprofit, a digital media enthusiast and father of four. Follow him on Twitter .

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