Report: More than half of content marketers publish daily
Content is king, and many brand managers are vying for its crown.
TheManifest.com surveyed more than 500 digital marketers and revealed that
more than half (53 percent) of organizations dedicate time and money to
That number has grown quite a bit: In 2016, 36 percent allocated resources
to the strategy.
“Even 10 years ago, content marketing was seen as a new buzzword,” said
Lauren Fairbanks, partner and CEO of S&G Content Marketing. “But
over the last few years, it’s really moved into the marketing mainstream.
Marketers know that content marketing is essential in reaching consumers in
a very organic way.”
When it comes to content marketing, frequency is a key to success. About
half of marketers using the strategy (51 percent) publish content on a
daily basis, and 31 percent put out content weekly. Only 2 percent of
marketers who use content marketing publish less frequently than once per
[RELATED: Learn video production secrets that captivate audiences—without breaking the bank]
It shouldn’t come as a surprise that larger organizations publish more
frequently. TheManifest.com’s report revealed that 62 percent of
organizations with more than 5,000 employees push out content every day.
Roughly half (51 percent) of organizations with 501 to 5,000 employees
If you’re a brand manager who doesn’t have the resources to push out
content each day, don’t worry: It’s more important to produce
well-researched content that readers will find valuable.
Instead of trying to achieve a schedule that is not reasonable for your
organization, set a calendar and schedule so that your audience can expect
continuous content—along with goals that you can reach.
“Publishing daily is the gold standard, but it’s hard to do,” Fairbanks
said. “It takes a lot of internal resources and time to be able to manage
that type of content creation and publication rate.”
What type of content does best?
Whether you’re employing a content marketing strategy or you’re looking to
start, a frequently asked question is what type of content your
organization should publish.
The study reported that videos are the most popular content type (72
percent), with blog posts not far behind (69 percent). More than half of
organizations use infographics (56 percent), product reviews (54 percent)
or research and data content such as reports and whitepapers (60 percent).
Half of organizations turn to interviews to fuel their content
Though videos are the most popular type of content (perhaps partially due
to social media platforms’ tendency to boost native videos), there’s no
content type that will be a silver bullet for your content marketing
campaigns. Instead, consider your target consumers and the channels you use
to reach them.
Having a good mix of content will attract the biggest crowd. “There’s a lot
of content out there, and it’s a good thing to mix it up a bit and
diversify it,” Jody Birch, director of marketing and communications at
digital marketing agency Avalaunch Media, told
TheManifest.com. “Diverse content reaches the widest range of consumers.”
Techniques for better engagement
Brand managers are also seeking to improve their content marketing
The study reported that 22 percent of marketers have a goal to publish more
original content—and the same percentage aims to publish more visual
elements in their efforts. Both of these elements can help your articles,
videos and other content stand out against competitors’ content.
Originality and captivating visuals aren’t the only ways to improve your
Eighteen percent of marketers said their top goal is to optimize content
across devices (important for catering to a more mobile customer), and 13
percent said they’re either focusing on boosting their search engine
visibility or producing more actionable content.
How do these insights stack up against your own content marketing efforts
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