Earlier this year, Outbrain surveyed senior-level brand marketers and agency executives as they gathered to judge entried for the 2012 Effie Awards. Here are some of their key findings:
Video is tops among content marketers
One hundred percent of the marketers surveyed utilize content marketing as a part of their overall marketing strategy and are currently creating digital content specifically for informational and/or entertainment value to consumers. Eighty-seven percent of marketers create video content, making it the most popular medium. Written content, such as blog posts (67%) and articles (44%), also has a place in content marketing strategies. Other visual mediums such as slideshows and photo galleries are used by 44% of respondents.
Social media, video advertising and content marketing are the most effective tactics for developing brand awareness
Outbrain asked respondents to rank the effectiveness of popular marketing tactics in creating brand awareness, consideration and affinity online. Social media, video advertising (pre-roll) and content marketing were the highest ranking tactics. Email marketing was collectively viewed as the least effective tactic for creating brand awareness.
Find out more from their survey at: http://blog.outbrain.com/2012/03/state-of-content-marketing-2012.html