The State of Content Marketing Report 2019 by SEMrush

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Key Takeaways AK AW Strategy. 77% of our respondents have one, but only 9% evaluate it as a really good one. Tactics and metrics. Content is mostly measured through organic traffic (76%) and sessions / pageviews (60%), leads (62%), and conversion rate (47%). SEO (67%), updating and repurposing existing content (51%) are the most popular tactics of improving content’s performance. Goals and budget. Content marketing goals can be easily understood from its metrics. These are: generate more quality leads (75%), attract more traffic to our website (71%), improve brand reputation (56%), and improve customer engagement and loyalty (45%). To achieve such significant goals most companies are ready to spend up to $10,000 (46%).

Content marketing is widely used by companies of all sizes, but what are the ingredients of effective content marketing? Here’s first-hand knowledge that can become a good starting point of your own plan.

Team. The vast majority of the companies where our respondents work (78%) have small content marketing teams of 1-3 people, which usually include a writer (52%), a social media manager (36%), and an SEO specialist (34%). Technologies and challenges. The main challenges the content marketing industry is facing correlate with its goals: creating content that attracts more traffic (52%), creating content that generates quality leads (54%), and developing content that resonates with our target audience (45%). To achieve these, 85% of those polled leverage website analytics tools, SEO tools (73%), social media posting (67%), and 57% - email marketing software. Content creation and distribution. Prevailing content formats are blog posts (86%), case studies (42%), and success stories (36%). Social Media (94%) and emails (76%) are considered the most effective distribution channels. 60% of our respondents don’t outsource content creation. If they do, they prefer to outsource writing (53%) or visuals (graphic design - 34%, video design/animation - 32%).

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