Marketers say their use of content-driven campaigns will increase in 2020, and continue to grow over the next two years.
According to a new report from eMarketer, 80% of marketing professionals worldwide say the use of content marketing campaigns will grow. Only 2% of marketers say the use of content marketing will decline, and 19% say it will stabilize.
Moving beyond editorial-style content and social media, more marketers are turning to non-traditional forms of content creation.
For example, 90% of marketers say they plan to use audio/podcasts in their campaigns in 2020. A similar percentage plans to use emerging technology like augmented reality.
Jillian Ryan, principal analyst at eMarketer, speaks to these survey results:
“Content, when produced strategically and with regularity, can be the backbone of a marketing and advertising plan. It should be created for a specific audience and shared in the most relevant channel to reach the intended audience. Brands are starting to realize that content-led strategies can inform and provide fuel for most of their other marketing and advertising initiatives.”
Content Marketing Resources
If you’re one of those marketers planning to expand your use of content-driven campaigns this year, make sure to check out our most-read and most-shared resources from 2019.
Learn where to invest your time and resources this year with Julia McCoy’s guide to the top 5 trends to know in SEO & content marketing.
Of course, if you’re outputting more content you want to see a return on that effort. Julia McCoy provides further guidance with 5 creative ways to boost your content marketing ROI.
Lastly, see what’s ahead for content marketing this year with this article on 5 big content trends for 2020.