A new survey from BrightEdge
On the long run of content and search marketing exposes some fascinating contradictions between what enterprise marketers suppose and what they are doing. Conducted earlier this year, the survey received 252 responses from “digital marketers at Fortune 500 brands that represent a split of B2B and B2C.”
The survey asked marketers, “What is your most vital promoting initiative this year?” the 2 prime answers were “organic” — it’s not clear however that was outlined — and “content.” Search was next, followed by “paid,” “social” and “mobile.”
Despite this answer, the latter 3 all saw response rates below 15 %, that is stunning, provided that most marketers square measure terribly off from mastering mobile. Strangely, “mobile optimization” was conjointly known by 27% together of the 3 “next huge things” in search promoting. the opposite 2 were “voice search” (31 percent) and “AI/machine learning” (31 percent).
Again, despite the high ranking, most of the survey respondents same they were “not likely” to integrate voice search (62 percent) or machine learning (57 percent) into their content promoting efforts this year. A purposeful minority did say, in every case, that they were “somewhat likely” to try, therefore, that is basically a “maybe.”
From a content marketing perspective, the highest classes these marketers were centered on were:
Blogging — 69 %
Social media — 62 %
Video — 45 %
Infographics — 30 %
The metrics getting used to working out the success of content promoting efforts were:
Another fascinating finding is that roughly 70 % of respondents same 50% or less of their content was getting used or consumed by the meant audience. And 43% same that 75% of their content wasn’t being consumed.
The overall image that emerges from the survey is one in every of unskillfulness and placement between wherever enterprise marketers suppose the audiences square measure going and what they’re doing to succeed in them. moreover, they’re spouting resources into content that they believe isn’t being seen or browse by its meant audience.