The study Content Marketing Trend Study 2021 Menée par Statista ddresse le bilan de l’usage du content marketing dans le monde entier. In addition to the budget allocated to the companies with the KPI favorites, the report provides a vision of the entire marketing ensemble of content from aujourd’hui et de demain.
The survey includes responses from 1,677 respondents in business from B2B and B2C companies, surveyed between January and February this year.
Content strategy, a pillar of marketing strategy
If you are looking to create content, this company can support a well-defined content marketing strategy. And in favor of: Study: Only 1% of B2B companies and 3% of B2C companies do not have a specific strategy when it comes to content marketing.
A budget is limited to content marketing and specific objects
Concernant the part of the budget accédé au marketing de content in le budget total de l’activité marketing des companies, celle-ci est plutôt faible. In fact, 27% of B2B companies spend less than 5% of their budget per mission (33% for B2C). In parallel, 16% of B2B stakeholders are interested in investing plus 30% of their marketing budget in content marketing (15% in B2C).
According to the authorities, the pandemic will have redistributed the cards and companies’ initiative to reduce the amount of money, while 61% of companies say they have increased their budget and allocated the budget significantly in 2021. (57% for B2C companies).
Instead of a content strategy, companies are looking for an answer to the objectives of the previous masters of the masses. Parmi les principalifs principaux:
- Strengthen the brand and your image (85% for B2B, 81% for B2C),
- Attract more customers (82% for B2B, 77% for B2C),
- Consider consumers (62% for B2B, 73% for B2C),
- Renorcer brand image and recruitment (21% for B2B, 13% for B2C),
- Rate the relationship with investors (12% for B2B, 6% for B2C).
Please note: The challenge of achieving goals and committing companies that increase their priorities when, for example, accelerating digital transformation (for 55% of B2B and 41% of B2C) or modifier of messages and approaches to an adapter website Internet for about 45% of the companies.
You have the KPI (Key Performance Indicator) les plus suivis par les unternehmens, le podium n’aporte pas of grandes surprised:
- In the first place, website traffic (for 70% of B2B companies and 63% of B2C companies),
- Second, analyzing statistics on social issues (65% for B2B and 67% for B2C),
- On the third page, the cost of the website (57% for B2B and 49% for B2C).
À la suite du classement, nous retrouvons le taux d’engagement provenant des enamils, le taux de conversion, l’augmentation du nombre d’abonnés à la liste d’emailing, le nombre de lead qualifiés ou encore la position des contenus dans les SERP from search engines.
Privileged channels and rhythm of publishing content
Concernant le digital, le nombre de canaux available, consequently and permet souvent aux entreprises de realiser des stratégies de contenu dites cross-canale. Parmi les canaux les plus utilisés, les reseaux sociaux font l’unanimité pour plus de 90% des companies. The website is still an important source, with 89% of B2B companies and 82% of B2C companies. The blog is also endorsed by 58% (B2B) and 45% (B2C) of professionals. Finally, 47% of B2B and 39% of B2B content pages are content-based.
This variety of cannabis forces an equal rhythm of releases that support the results of potency. Additionally, about 60% of businesses publish content in less than a week: 14% (B2B) and 24% (B2C) of businesses publish every day, and 39% (B2B) versus 46% (B2C) of additional businesses publish weekly.
Only 8% (B2B) or 3% (B2C) of the queries are given by the publisher, which is still one of the most important contents in the target of the leverage.
Social media, the cornerstone of content marketing
The social reactions represent a very good opportunity to spread the content to your audience without geographical geography and with an affordable budget. Parmi les socialformes les plus utilisées par les companies, il existe de fortes disparités en fonction des cibles à atteindre. In fact, B2B companies are privileged LinkedIn (91% of companies vs. 60% of B2C) also know that companies targeting individuals use Facebook (91% of B2C companies, 72% of B2B) or Instagram (83% use in B2C compared to 50% in B2B). You are interested in YouTube and Twitter and use about 50% of the companies you know.
The content uses a variety of elements in the function of required foreplay. On the one hand, B2B companies are thinking about text formats, videos, images, infographics and other webinars as white books. Outside, the B2C companies primarily use the video format, images, text format, infographics, gifs and other webinars.
In the future, the people who interrogated him decided that the video content and infographics were in a privileged format and for all business profiles.
If the content is original, you enter into a more exclusive relationship that is more interesting. In this sense, around 60% of companies consider the personalization of the content of all loyal customer pages to be an “important” or “very important” factor (63% for B2B and 62% for B2C).
Content marketing and investing in the future
Some of the top content marketing strategies among those most targeted internally are: 68% of B2B companies are considering action plans in areas such as “high prices” (67% in B2C) and 10% say “ very good result”. of strategic strategies (11% in B2C).
The companies that are part of the main investments here planned for the long term for 2021 concern their content marketing strategies. Indicate the 10 most important actions:
- Content creation and production (69% B2B and 60% B2C),
- Website remediation (65% vs. 58%),
- Creating a community around social issues (47% vs. 64%);
- customer experience (49% vs. 50%),
- The distribution of the organic share (40% vs. 41%).
À la suite de ce classement, nous retrouvons des critères tels qu’une meilleure compréhension de l’utilisateur, l’organization d’événements en presentiel, en distance and au format hybrid, les “Medium Media”The distribution of «media media» and enfin les employment and human resources.