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Stat Watch: Spring Forward

Posted on 3.03.2014

Call it job security for writers, but don’t call it a fad; content marketing is in-demand and is not going away anytime soon.

The practice of creating content to distribute to an audience with the goal of engaging them and driving profits is nowhere near a new practice, but it certainly has reached a near-epic level of adoption.

In fact, 93 percent of B2B marketers are using content marketing in 2014, according to new data from the Content Marketing Institute and MarketingProfs, and more marketers think they’re effective at the practice (42 percent) compared to the previous year (36 percent), likely due to more documented strategies on the whole.


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The joint survey found that “brand awareness” continues to be the top goal for B2B content marketing (82 percent) and brands are using an average of 13 different tactics to meet their objectives. Social media remains the most widely used channel for content marketing (87 percent), with website articles (81 percent) and e-newsletters (80 percent), falling slightly behind. Despite those figures, B2B marketers are most confident with the effectiveness of in-person events (70 percent), case studies (65 percent) and videos (63 percent).

“It’s exciting to see how quickly content, and the ability to distribute that content to audiences via social channels, has grown in significance for B2B marketers,” said Steve Rotter, vice president of marketing at Brightcove about the findings. “Content marketing, and particularly video, helps brands to drive more demand, increase conversion rates and generate a higher return on their marketing investments.”

65%

The U.S. Consumer Device Preference Report by Movable Ink reveals that 65 percent of emails were opened on a smartphone or tablet in the fourth quarter of 2013 (up from 61 percent in the previous quarter), while desktop opens slowed to a new low of 35 percent (down from 39 percent in the previous quarter). >> Read more at wsm.co/sf-emobile

45%

Nearly half of Millennial Moms (45 percent), a rapidly growing segment of the U.S. population, feel like marketing campaigns aren’t geared toward them and feel overlooked by retailers, according to PunchTab’s research on the untapped opportunity of loyalty programs and Millennial Moms. >> Read more at wsm.co/sf-moms

70%

Seventy percent of consumers say the quality of photography and design of tablet sites influence their decisions on whether to purchase items, according to a 2014 survey by Usablenet. This coincides with some of the top use-cases for tablets, which include researching products before buying online (66 percent), checking prices and looking up store information (63 percent), and watching videos and browsing photos (63 percent). >> Read more at wsm.co/sf-tablets

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