“Content, when produced strategically and with regularity, can be the backbone of a marketing and advertising plan. It should be created for a specific audience and shared in the most relevant channel to reach the intended audience. Brands are starting to realize that content-led strategies can inform and provide fuel for most of their other marketing and advertising initiatives.”
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Tuesday, January 28, 2020
Use of Content Marketing Campaigns Expected to Grow in 2020 via @MattGSouthern
Marketers say their use of content-driven campaigns will increase in 2020, and continue to grow over the next two years.
According to a new report from eMarketer, 80% of marketing professionals worldwide say the use of content marketing campaigns will grow. Only 2% of marketers say the use of content marketing will decline, and 19% say it will stabilize.
Moving beyond editorial-style content and social media, more marketers are turning to non-traditional forms of content creation.
For example, 90% of marketers say they plan to use audio/podcasts in their campaigns in 2020. A similar percentage plans to use emerging technology like augmented reality.
Jillian Ryan, principal analyst at eMarketer, speaks to these survey results:
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