One of the most easily overlooked tools for increasing the effectiveness of your SEO just may be your content strategy. How effective has your content been? How is your content mix? There are so many factors that come in to play that it can be a challenge to know exactly where you are and where you may need to be. Some recently published research by Hubspot might help you get a handle on on the future of your content. The following is taken directly from that published data:
- 66% of marketers expect their 2022 content marketing budget to increase more than their 2021 budget.
- Over 60% of marketers measure the success of their content marketing strategy through sales.
- Marketers’ primary goals for running marketing campaigns are brand awareness, increasing sales, and increasing engagement.
- The top three goals marketers achieve through successful content marketing are generating brand awareness, building credibility and trust, and educating audiences.
- Video is the number one format marketers used in their content strategy in 2021.
- The top four formats marketers leverage in their content strategy are videos, blogs, images, and infographics.
- The top technologies B2B organizations use to supplement content marketing are analytics tools, social media publishing, and email marketing software.
- The amount of online video watched per person per week has almost doubled since 2018, according to Wistia. As of 2021, it’s at 18 hours per week. This consumer behavior has made video, short-form specifically, the primary form of media used within any content strategy for the third year in a row. As such, 89% of marketers plan to continue investing the same amount in the channel or increase their investments in 2022.
- 83% of marketers say that their main area of focus is the use of strategic keywords in their content. Businesses are looking for a way to simply appear in SERPs and create in-depth content that is unique, valuable, and different from what competitors offer on those same result pages. Marketers also report that their SEO content marketing efforts will involve optimizing for mobile (64%), and backlinking and link building (64%)
- A webinar is a video presentation, seminar, lecture, or workshop delivered to an audience digitally. Despite once being declared outdated, webinars and virtual events have become extremely popular over the last three years, and, as COVID-19 restrictions cease, they welcome hybrid models into the mix. 40% of marketers plan to increase their investment in virtual events, webinars, and conferences in general in 2022.
-Written by Kevin Sawyer
