89 Percent Of Companies Using Content Marketing Say It Works [Survey]

Content marketing works. That’s the conclusion from a recent Ascend2 survey in which 89 percent of companies that use content marketing say it’s successful.

The Content Marketing Trends survey covered 290 marketers, sales and business professionals from companies around the world.

Almost nine out of 10 companies that use content marketing said that it’s either “very successful” or “somewhat successful.”

Lead generation and improving customer engagement were cited as the two most important objectives of a content marketing strategy, with improving search engine rankings at the bottom of that list — only 19 percent listed SEO as one of their most important objectives.

Articles and case studies were voted the most effective type of content, with videos and infographics not far behind. News releases were voted the least effective.

When it comes to producing content, videos are seen as the biggest challenge. 59 percent of voters listed it as one of the most difficult types of content to create. As far as balancing effectiveness and difficulty is concerned, it looks like articles and case studies hit the sweet spot better than any other type of content — high on effectiveness, low on difficulty.

The full report is available for free from Ascend2, but you do have to provide contact information.

About The Author

Matt McGee

Matt McGee is the Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. After leaving traditional media in the mid-1990s, he began developing and marketing websites and continued to provide consulting services for more than 15 years. His SEO and social media clients ranged from mom-and-pop small businesses to one of the Top 5 online retailers. Matt is a longtime speaker at marketing events around the U.S., including keynote and panelist roles. He can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt’s disclosures on his personal blog. You can reach Matt via email using our Contact page.

(Some images used under license from Shutterstock.com.)