So here are the top (most popular) consumer content marketing techniques used, according to the useful 2014 State of the [Content Marketing] Nation presentation from Content Marketing Institute: B2C Content Marketing 2014 benchmarks, budgets, and trends. (NB It’s US focused, with a sample 307 B2C marketers, but gives you an idea of the tools used).
% of marketers who…
- Publish on Social Media Sites (other than blogs) – 88%
- Publish Articles on Website – 78%
- Publish e-newsletters – 76%
- Publish on a Blog – 72%
- Publish on Video Sites – 72%
- Present at In-person Events – 65%
- Publish Articles on Other Websites 61%
- Publish Mobiel Content 46%
- Publish Microsites 43%
- Publish Case Studies 41%
- Publish Infographics 40%
- Publish Mobile Apps 39%
- Publish Online Presentations 39%
- Publish in Print Magazines 37%
- Publish White Papers 31%
- Publish Annual Reports 30%
- Publish Digital Magazines 30%
- Publish Webinars/Webasts 30%
- Publish Print Newsletters 29%
- Publish Research Reports 28%
- Publish Licensed/Syndicated Content 25%
- Publish Books 24%
- Publish eBooks 23%
- Publish Podcasts 19%
- Present at Virtual Conferences 18%
- Publish Games 17%
The report also gives real world top objectives of for consumer content marketing for (Brand Awareness 79% Customer Acquistion 71% CustomerRetention/Loyalty 65% Engagement 64% Website Traffic 62%), and metrics used to measure content marketing (Web Traffic 66%, Social Media Sharing 52%, Time Spent on Website 46%, Direct Sales 44%, Qualitative Feedback from Customers 43%, SEO Ranking 41%). (and yes, there’s a mismatch – but this is about how it is, rather than how it should be…).
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