Do you know what types of branded content to create?
An overwhelming percentage of companies now do some form of content marketing. We know this from the annual research that Content Marketing Institute, MarketingProfs, and their partners conduct for both B2B and B2C, and present annually as Benchmarks, Budgets, and Trends.
Companies are pursuing content marketing more voraciously than years past: 76% of B2B and 77% of B2C marketers are creating more content than they did a year ago.
Half of all marketers will increase spending. The average number of tactics (or types of content) used by B2Bs is 13. B2Cs average 12.
Suffice to say, content marketing battles are in full force.
The effectiveness ratings of branded content vary widely (see below).
Interestingly, infographics is the tactic that had the greatest increase in usage (from 51% last year to 62% this year) for B2B marketers. Equally interesting, in the B2C spectrum, the use of blogging declined from 72% to 67% in 2015.
Determining the kinds of branded content your brand should create can be perplexing. Contently’s Sam Slaughter suggests you begin by considering:
Content marketers exploring their options also might want to know…
- What are the leading benefits of the most popular content types?
- Where are their sweet spots in the digital marketing world?
- What will it cost to outsource production?
- How difficult is it to produce the content?
- What can you do to make your content type perform more powerfully?
Get some insights regarding content types
Granted, some of these knowledge nuggets can be a bit subjective, but through a combination of reading, research, outreach, and experience, I did my best to address these issues to help you make informed decisions when selecting types of branded content to create.
A great big thanks to Venngage, the data visualization specialist and tool provider that collaborated with me on the design of the following infographic:
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