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Content is King: PR and Marketing’s New Focus

Content Becomes Lynchpin in PR and Marketing Programs for 2016

Those of us in content have been touting this claim for years, but it’s nice to come across data that validates content as king. A recent Marketwired survey of PR, IR and marketing professionals found the that content marketing is rapidly growing in importance.

Seventy-nine percent of survey respondents currently have a content marketing program in place, and a majority plan to increase (64 percent) or maintain (22 percent) those efforts throughout the year.

 

Other highlights include:

  • *  Blog posts (55 percent), images (29 percent) and news (24 percent) were identified as the most used forms of content.
  • *  Influencers and brand advocates are being used by 61 percent of respondents to amplify their content to reach new audiences and increase overall engagement.
  • *  At least half of respondents use visuals on a weekly basis, and an impressive 30 percent do so daily.
  • *  Visual content is most often shared on Twitter (75 percent), Facebook (73 percent) and LinkedIn (63 percent) with Instagram, YouTube and Pinterest being popular alternatives.
  • *  Most respondents do still believe that earned media efforts is a top priority, but owned media—like blogs, tip sheets, case studies, infographics, etc.—are a close second.
  • *  In all of this, seeing the returns on investment are important. As such 77 percent of respondents measure their content efforts—”what’s worth doing, is worth measuring.”

 

Ultimately, the survey validated the importance of content for PR and marketing campaigns, and key role in supporting overall business objectives. Quality content is rising to the top as more and more consumers seek out educational collateral that doesn’t sell them but helps them in their decision making process.

Are you telling personal brand stories, boosting customer advocacy and generating leads for your sales team with high-caliber content that attracts customers and keeps them coming back? If not, stop lagging and catch up because it’s ringing loud and clear: “Content is king!”

For deeper dive on the topic and survey, check out Marketwired’s infographic, “Will You Be A #ContentMachine in 2016?”