With all this talk of content quantity and quality, what kinds of content are marketers actually creating? To find out, coSchedule asked 1,597 marketers from 83 countries and published the results in this year’s State of Marketing Strategy Report. Here’s a look at what they said and, as you can see, blogging makes up almost half of their content creation.
This leaves just 14% of marketers focusing on content types like eBooks, videos, emails, webinars, and the like. The key takeaway here is that there’s no correlation between the type of primary content created and marketing success. However, blogging is a priority for marketers across the board.
Three things stand out here. First, the blogosphere will continue to be one of the most crowded publishing arenas. After all, there are 80 million new WordPress posts published every month. Second, blogging is a competitive, full-contact sport. But, it’s also a low-barrier to entry activity with a high potential reward – when done well. Third, consider adding a lower-competition content to your mix. Pilot a podcast or write an eBook. Then measure your ROI against your other content.
This article appears in the new March/April 2018 issue of Connect magazine published by NextPage, which can be found online here. If you would like a free print subscription to Connect, please click here.