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Change In Content Content Marketing By Format [CHART]
A good portion (35%) of North American companies planned to invest more in website content this year, with an even larger percentage (54%) expecting to do so with video. Email appears to remain a tried-and-true content marketing tactic, and most marketers are already comfortable with their level of investment: just 15% plan to do more with email. The vast majority plan to keep email investment as is. Read the rest at eMarketer.
Content Marketing By Format, 2009-2011 [CHART]
Companies’ interest in content marketing is a growing trend. Not surprisingly, Custom Content Council and ContentWise found 52% of North American companies used video for content marketing in 2011, a number that has increased sharply since 2009, when it accounted for only 37% of North American marketers’ content investment. Websites and emails remained the most common digital content marketing formats, used by 82% and 71% of companies, respectively, in 2011. Read the rest at eMarketer.
Successful Social Media Tools For Inc. 500 Companies [CHART]
While a strong majority of respondents indicated they were having success with Twitter (86%) and Facebook (82%), this was lower than several other, less-popular services. Read the rest at eMarketer.
Social Media Tools Used By Inc. 500 [CHART]
The 2011 update of the University of Massachusetts Dartmouth Center for Marketing Research’s longitudinal study on social media marketing usage among the Inc. 500—the 500 fastest-growing private companies—indicates they are continuing to increase their usage of some social media tools, while pulling back from others.
Facebook usage was up in 2011, along with usage of Twitter and foursquare. The study also examined several services and techniques for the first time, some of which already have high usage. Nearly three-quarters of the companies studied were using LinkedIn in 2011, and almost half had adopted YouTube. Read the rest at eMarketer.
Social Media Marketing Success Rates [CHART]
Interestingly, most of the platforms that declined in penetration among the Inc. 500 in 2011 were rated very highly by their users. For example, 92% of those using a blogging platform said it has been successful for their business, up from 86% in 2010. Message/bulletin boards were rated even more highly, with 96% of users finding them successful. By contrast, Facebook was rated successful by only 82% of its users, down from 85% the previous year, putting the social network behind Twitter (86%, up from 81% in 2010), and LinkedIn (90%). Read the rest at Marketing Charts.
Social Media Use At Inc. 500 Companies [CHART]
The use of blogging has dropped to 37% of the 2011 Inc. 500, representing a 26% decline from 50% in 2010, and an 18% fall from 45% in 2009, according to a study released in January 2012 by the Center for Marketing Research at the University of Massachusetts Dartmouth.
Other platforms experiencing a year-over-year fall in usage among the Inc. 500 include message/bulletin boards, from 33% to 15%, online video, from 33% to 24%, and podcasting, from 16% to 6%. Read the rest at Marketing Charts.
Most Influential B2B Tech Collateral [CHART]
Respondents indicated that although they are consuming fewer pieces of traditional content, the content they do consume is perceived as more influential than in 2010. When asked to describe the influence of a white paper on the purchasing decision, 65% of respondents rated them as “very” to “extremely influential” in 2011, 58% more than 41% of respondents in the 2010 survey. Case studies rose in these same two categories from 39% to 68% (a 74% jump), podcasts from 44% to 67% (a 52% increase), video from 48% to 62% (a 29% increase), and brochures/data sheets from 47% to 61% (a 30% hike). Read the rest at Marketing Charts.
New Sources Of B2B Tech Collateral [CHART]
When asked if they had started using any new types of collateral in the past six months, 34% of respondents said no. But among those who had recently discovered a new form of collateral for evaluating technology purchases, the numbers were evenly spread among all content types, both traditional and non-traditional.
Twenty-eight percent reported that they began consulting white papers for the first time in the last six months. Twenty-four percent named company web pages as a new source of information, and 20% cited podcasts. The other seven types of collateral, from presentations (13%) to video (18%), were clustered together so closely that the differences between them were insignificant. Read the rest at Marketing Charts.
B2B Tech Collateral Consumption Declines [CHART]
Of the five major B2B technology collateral types covered in a 2010 survey of corporate technology decision-makers conducted by Eccolo Media, three showed a significant decline in consumption during the last 12 months, according an update released in October 2011. Consumption of product brochures/data sheets went down 13%, from 83% last year to 72 percent in 2011, while white paper consumption decreased 22%, from 76% to 62%.
In addition, results of the “2011 B2B Technology Collateral Survey Report” indicate consumption of case studies dropped 25%, from 67% to 50%. Meanwhile, the consumption of podcasts and video remained more or less unchanged from 2010 to 2011, with podcasts climbing only 5%, from 40% to 42%, and video holding steady at 59%. Read the rest at Marketing Charts.
Types Of Valuable Marketing Content [CHART]
Content, especially different types like white papers, fact sheets, case studies, webinars and email newsletter campaigns, can help serve these purposes throughout the B2B sales funnel—and according to data from Focus Research, the usefulness of these types of content is different for B2Bs than for business-to-consumer oriented companies. Read the rest at eMarketer.
