Is your content marketing even working?

Is your content marketing strategies even working? Sadly, for many small businesses, their content is not as effective as it needs to be. Many give only a passing effort with regard to their overall content and this is hurting their chances of generating both traffic and leads. In some published research from Hubspot, it focuses on the importance of content marketing and why you need to step up your content game. The following comes directly from that published report:

  • 48% of companies that have a content marketing strategy leverage blogging. (HubSpot Blog Research)
  • 56% of marketers who leverage blogging say it’s effective and 10% say it generates the biggest return on investment. (HubSpot Blog Research)
  • 54% of decision makers say they spend more than one hour per week reading and reviewing thought-leadership content. (Edelman/LinkedIn)
  • Video will be the top investment for B2B brands in 2022. (Content Marketing Institute)
  • Video is the number one format marketers used in their content strategy in 2021. (HubSpot State of Marketing Report)
  • 87% of video marketers say that video has increased traffic to their website. (Wyzowl)

primary forms of media used in content strategy 2021

  • 80% of video marketers claim that video has directly increased sales. (Wyzowl)
  • 80% of marketers who leverage audio content and podcasts plan to invest the same amount or more budget in 2022. (HubSpot Blog Research)
  • Only 16% of marketers say they’ve invested in audio chat rooms like Clubhouse and Twitter Spaces. (HubSpot Blog Research)
  • 28% of the U.S. population over 12 years old listens to podcasts on a weekly basis. (Infinite Dial)
  • In 2021, the average listener spends 16:14 hours a week with online audio. (Infinite Dial)
  • Spotify is the most popular online audio brand.(Infinite Dial)
  • The average listener listens to eight podcasts a week. (Infinite Dial)
  • 82% of marketers actively use content marketing. (HubSpot State of Marketing Report)

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  • Over 60% of marketers measure the success of their content marketing strategy through sales. (HubSpot State of Marketing Report)
  • 70% of marketers are actively investing in content marketing. (HubSpot)
  • Web traffic is among the top two most-common measurements of success for content marketing strategies. (HubSpot)
  • The most common measurement of success for content marketing programs is Total Sales. (HubSpot)
  • 24% of marketers plan on increasing their investment in content marketing in 2020. (HubSpot)
  • Marketers today create content for multiple audience segments — marketing to three audience segments is most common. (HubSpot, 20) Nearly 40% of marketers say content marketing is a very important part of their overall marketing strategy. (HubSpot, 2020)

-Written by Kevin Sawyer