Based on spending, companies are valuing content marketing — on average, companies allocate 32% of their total marketing budgets toward content.
Despite the amount of money marketers are sinking into content marketing, one major they face is the increasing use of ad blockers. This use of ad blockers has resulted in nearly $22 billion of lost advertising revenue. Furthermore, certain types of ads are particularly ineffective — 54% of users actively avoid banner ads, while native ads fared much better.
Given these statistics, what are the alternatives? Interestingly, despite the amount spent on content marketing, only 32% actually have a documented content marketing strategy, which means that a planned effort in this area is likely to yield higher returns. Here are some methods to consider.
First, there are plenty of marketers and agency executives who see video as the next trend in content marketing. Second, is a refocusing on blogging.
With all the hype surrounding social media and other digital marketing trends, don’t forget the more humble methods of engaging with your customer base! People love engaging with businesses in particular, and they tend to look positively on a company that releases custom content. One easy way to do this is via blogging. Remember though, that daily blogging is 25% more effective than monthly blogging, so be sure to plan accordingly. Over the long run, you can expect 87% more inbound links, compared to companies who don’t blog at all.
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