People are increasing their content budgets. According to Zazzle media’s report on the State of Content in 2019, there has been a 78% increase in content marketing budgets since 2018. That’s not just a little increase but a huge one. In fact, 41% of marketing budgets have been spent on content marketing this year alone. That’s almost half of all budgets spent on content.
What is content marketing?
According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
Which essentially means, content marketing is creating trustworthy and useful content for your consumers so that you attract their attention to your credibility and consequently obtain their custom.
Content marketing includes a variety of different content including:
- Blog posts
- White papers and industry reports
- Social media content
People often create blogs and articles for SEO purposes, which could be one of the reasons that businesses are drastically increasing their content marketing budgets.
Content is king for SEO. If you think about it, if your content is really useful and interesting, your are much more likely to engage your consumers and they are much more likely to share your content. Ranking on the first page of Google can drastically increase your business.
What content are people focusing on?
Well, marketers are increasingly focusing on video content. For the past three years, the number of marketers that have used video content has consistently increased for the last three years, peaking at 72%. With the rise of video on Instagram, including IGTV, for example, there are more and more opportunities to post video content. Also, its relatively easy to create video content now in comparison to 10 years ago, with smartphones and free software.
On the other hand, 77% of marketers said that their top channel focus for 2019 is actually written content. This goes back to SEO advantages. There is an argument to suggest that less and less people are reading blogs and watching videos instead, but written content is consistently the biggest focus for a lot of businesses. Plus, Google can’t read videos (yet) so it is important that content is still produced and written to rank in the those search engines!
Another buzzword for 2019 has been voice search. However, Zazzle’s State of Content Report 2019 suggests that actually, voice search isn’t a big thing for marketers, yet. Only 1 in 10 marketers are including voice search in their plans but only 2% of marketers found that these plans returned any significant results for them.
What does this mean about voice search? Well, linguistically, voice searches include more long-tail keywords so perhaps people should be paying attention to these in their keyword research but the reality is that this doesn’t have a huge impact on rankings. This is probably because within these long-tail keywords, the short-tail keywords still exist AND marketers have been focusing on long-tail keywords anyway in order to target niche markets. It might be the case that as voice search increases even more, marketers might need to be more aware of it in their content, but as it stands it doesn’t seem to be a huge problem.
What else does Zazzle’s state of content in 2019 report denote?
First of all, the use of influencers has dropped for the first time in a while. In 2016, for example, the use of influencer marketing increased by 614%. This year only 23% (a 15% drop from last year) of marketers said that they have used influencers in their campaigns. This is a drop from previous years. Is this alarming for the influencer industry? Personally, we think that in previous years, brands have tried out the whole ‘influencer’ thing to see if it helps their brands but essentially influencer marketing doesn’t work for everybody. If you think about the main target audience for a large majority of influencers, it is understandable that not all brands suit this type of marketing.
Plus, 100% of people who used influencers last year said they would definitely use them again. So, it seems that influencer marketing has been well established in certain industries and brands and proven to work well. In our opinion, this drop in the number of brands using influencers doesn’t necessarily mean that there is going to be a drop-in influencer marketing overall but perhaps a less diverse range.
Overall, content marketing is seen to be a very effective form of marketing according to Zazzle’s State of Content in 2019 report. In fact, only 3% of the thousands of marketers interviewed for the report, said that they felt content marketing wasn’t very effective or not at all effective. This means that 97% of people thought it was at least a little (or very!) effective. So, as we always say (and so do a lot of people), content is king. Content marketing is proven to be a very successful marketing method for a variety of reasons.