The world of content marketing, much like your average pop star, is always evolving. It’s critical for your business that you stay up-to-date with the latest developments in the industry. It can be an exhausting task if you don’t know where to look. One of our favorite ways to stay on top of marketing trends is to keep an eye on yearly statistics.
We’ve rounded up some of the most surprising content marketing statistics from around the web to help make 2020 your most focused and successful year yet. Using these statistics to guide and inform your content decisions for the year, you can leverage data to bring results in terms of the attention, awareness and leads you have set as your goals.
Let’s start with the obvious statement of 2020: Mobile isn’t the new kid anymore. It’s the most common way people access the web. But that doesn’t mean there still aren’t some surprising numbers:
There might be a lot of talk about social media, but that doesn’t mean that email is becoming any less valuable: it can do much more than just getting messages into inboxes. When it comes to customers’ acquisition & retention especially if you’re looking for direct impact and reach, there’s no competition with email marketing. Email marketing has stood the test of time—it remains as one of the most effective ways to generate new leads and get users back to your site time and again.
Speaking of email, the success of any email campaign depends on the open rate. But the fact is that while when you send your email is important, the what and the why are just as integral to your success. Finding the perfect day for your email doesn’t mean much if the email isn’t an intriguing value add to your subscribers lives. And while Tuesday’s have the highest open rates, they have the highest unsubscribe rates, too.
These stats show something we’ve always known and focused on—people really are looking for content. There’s a lot of data out there showing why blog posts are an important part of any marketing strategy. Frequent posts can help bring clicks to your website, thanks to organic search and SEO. A wide range of content, and making sure to focus on building your voice, will help build your brand’s online voice. And as is the case with all of our digital content, authenticity is key: consistently sharing fresh, engaging and quality content is just as important as the content quantity.
This stat shows that the app is clearly the leader when it comes to mobile social media use. No other social media network comes close to the mobile referral traffic that Pinterest has. Pinterest reported having 322 million monthly active users worldwide at the end of last year and 71% of global Pinterest users are female. In the United States alone, Pinterest reaches 83% of women ages 25-54, the same group who make 80% of the buying decisions in U.S. households.
Audience relationship is one of the most important factors to consider when running an influencer campaign, which is one of the many reasons we frequently pair our brands with micro-influencers. Micro-influencers are passionate content creators: 77% publish content daily, with nearly half (48%) publishing at least twice a day. Nearly 90% of all marketers find ROI from influencer marketing comparable to or better than other marketing channels. And a recent survey found that 42% of daily U.S. Instagram users bought something because a blogger or influencer they trusted recommended it.
Audiences are hungry for locally inspired content from a business they recognize: For one of our clients we generated local brand awareness through a campaign of co-branded assets, supported by local social ads. This campaign was a powerful lead generator for the companies, and outperformed all of their other content for the year.
Out of all the 2020 marketing stats out there, this one surprised us the most: only 30% of marketers say their content strategy is effective. We can’t imagine not being part of that 30%.