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1、How content teams are driving growth,measuring what works,and thinking about the future2022 ReportContent Matters4|W PV I P.COMBecause content matters.Table of contentsI NTRO DU CTI O N2|W PV I P.COMTeams&BudgetsPurpose&Channels Content typesContent performanceRevenueMethodology&demographics38 13162
2、125The content we create connects us with our customers.Content informs,builds relationships,and drives business outcomes.Content matters.In a recent Forrester study,60%of customers said:“Im unlikely to return to a website that does not provide a satisfactory customer experience.”We believe that del
3、ivering this customer experience is thinking beyond one-time engagements and more toward lasting relationships.This isnt as simple as publishing more content.The key to great experiences comes from creation,feedback,and iteration.With all this in mind,we asked your thoughts in our inaugural Content
4、Matters Survey.It forms the basis of our exclusive report,meant to help us all better engage with our customers and drive the greatest business outcomes from our investments in content creation.Heres what we learned from 800+content marketers:In 52%of companies,more people are creating more contentn
5、o wonder,when everyone wants to grow their customer base and improve their relationships with those customers.Content drives those top-of-funnel activitiesmeaning brands are thinking about the all-important initial connection they make with customers,wherever they are.Theres a deep desire to do more
6、 with videounderscoring a desire for deeper human connection.Almost half of us dont know how our content is performingso we risk wasting customers time(and our own)if we arent working with reliable feedback to guide our decision making.Tracking revenue back to content is hardleaving the work of the
7、content marketer too much to chance and gut feel.I invite you to dive into our report.Please let us know what you think.Nick Gernert,CEOWordPress VIPTeams&BudgetsMore people are creating more content.3|W PV I P.COM4|W PV I P.COMMore people are creating more content (and spending more money)Keeping u
8、p with the increasing desire for more content is a challenge for many content teams.According to our research,organizations are creating more content than ever before,but they still arent producing nearly as much as theyd like.The good news?Help seems to be on the way.We see most organizations maint
9、aining or increasing their content budget over the coming years,reflecting the increasing importance of content in the marketing mix.12%Fewer52%MoreT EA M S&B U D GET S Change in number of content creators over the past yearA common challenge across organizations is a lack of people to produce conte
10、nt.Content teams across industries typically remain small,with nearly eight in 10 survey respondents managing with a team of 10 or fewer.Notably,this trend for small content teams remained consistent,even in large organizations.However,these teams are growingmore than half of respondents noted their
11、 content teams have expanded over the past year.Number of people creating content2%2%4%I dont know31%The same14%11-503%I dont know51-200200+79%1-105|W PV I P.COMSo whats driving this growth in content team size?Feeding the content beast.Nearly eight in 10 respondents doing content marketing want to
12、create more content than they are nowand a third said“a lot more.”Desired amount of content 48%32%15%5%A bit more than todayAbout the same as todayLess content than todayTwice as much as today,or moreChange in amount of content created over the past year66%More21%The same9%Less4%I dont knowT EA M S&
13、B U D GET S Where budgets are being spentChange in content budget over the past year6|W PV I P.COMContract content creators/agenciesContent management toolsAnalytics toolsOther58%51%36%22%Expected change in content budget over the next yearBudgets are growing.Along with team size,budgets have grown
14、over the past year in about half of the companies surveyed;a similar number expect further growth in 2022.This budget is largely being spent on more content creators,rather than technology to make content creation more efficient.IncreaseI dont knowStay the same Decrease42%35%20%3%50%Grew30%Stayed th
15、e same14%I dont know6%ShrunkT EA M S&B U D GET S The spending gap between people and technology is striking and speaks to the relative maturity of content marketing in comparison to other marketing disciplines.Clearly,to be effective,organizations must balance people,process,and technology.Only then
16、 can marketers create not just more content but content that produces better results,based on focusing efforts in the highest performing areas.Opting to simply hire more marketers is likely a strategy that will lead to diminishing returns.7|W PV I P.COM“Were a growing startup poised to invest more r
17、esources in content marketingthat means team,technology,and distribution.”Survey responseT EA M S&B U D GET S Purpose&ChannelsContent primarily drives top-of-funnel activities on owned channels.8|W PV I P.COM9|W PV I P.COMContent primarily drives top-of-funnel activities on owned channelsFor busines
18、ses,content marketing serves many purposes,addressing audiences at every stage of the buying journeye.g.,awareness,consideration,conversionacross a seemingly endless number of distribution channels.However,for the vast majority of organizations we surveyed,content is still seen primarily as a top-of
19、-funnel exercise on owned channels.Content drives growth.Even as top-of-funnel content marketing purposes like brand awareness,education,and trust building dominated survey respondents top answers,right behind these for more than six in 10 businesses were bottom-of-funnel initiatives such as generat
20、ing demand and business leads,and generating sales and revenue.P U R P O S E&C HAN N ELS Purpose of content marketingAll types of companies agree creating brand awareness is a content marketing priority.However,other priorities differ between B2B and B2C companies.B2B is heavily focused on content f
21、or lead generation,while B2C is focused on audience education.B2BB2C88%Create brand awareness79%Educate audience78%Build credibility/trust76%Generate demand leads60%Generate sales/revenue58%Nurture leads50%Build loyalty with existing customers40%Support the launch of a new product35%Drive attendance
22、 to events34%Build a subscriber audience3%Other91%Create brand awareness85%Generate demand/leads81%Build credibility/trust79%Educate audience68%Nurture leads64%Generate sales/revenue44%Build loyalty with existing customers41%Support the launch of a new product39%Drive attendance to events31%Build a
23、subscriber audience1%Other84%Create brand awareness78%Educate audience73%Build credibility/trust60%Generate demand/leads60%Build loyalty with existing customers56%Generate sales/revenue42%Support the launch of a new product38%Nurture leads38%Build a subscriber audience13%Drive attendance to events0%
24、Other1 0|W PV I P.COMPU R P O S E&C HAN N ELS Owned channels support the largest volume of content activitieswith blog posts,organic social media,and email newsletters making up the top three.While both B2B and B2C companies activate this content across many channels,there is a strong preference for
25、 owned channels for content distribution.Many are also using paid social media and paid search ads,though the choice of channels varies depending on company type.Its no surprise most B2B respondents share posts and run ads on LinkedIn or that Facebook is the top organic and paid social channel for B
26、2C.What does stand out is more than 60%of B2B companies use Facebook for both organic and paid ads,and nearly half use Instagram.Also of note:more than three in four B2C companies use LinkedIn for organic traffic but only 30%opt for paid advertising on that channel.Blog posts/short articlesSocial me
27、dia postsEmail newslettersVideosCase studiesInfographicsEvents/webinarsEbooks/guidesWhite papersReportsOtherContent marketing activities91%88%78%69%58%55%53%52%48%38%9%1 1|W PV I P.COMPU R P O S E&C HAN N ELS Data pointAs an adjunct to Content Matters research,we looked to Parse.ly network data to s
28、ee how our survey results stacked up against the social channels driving pageviews to websites on a larger scale.Social media comprised 13-14%of pageviews to websites throughout 2021.Of the top five social media platforms,Facebook still drives the most traffic,followed by Twitter,Instagram,Pinterest
29、,and LinkedIn.Choice of social media platform for B2B:organicLinkedInFacebookTwitterYouTube InstagramTikTok Other80%64%64%49%46%9%5%Choice of social media platform for B2C:paidLinkedInFacebookTwitterYouTubeInstagramTikTokOther30%55%18%27%47%12%9%Choice of social media platform for B2C:organic76%87%6
30、2%58%80%27%8%LinkedInFacebookTwitterYouTubeInstagramTikTokOtherChoice of social media platform for B2B:paid77%61%25%23%38%5%10%LinkedInFacebookTwitterYouTubeInstagram TikTokOtherContent distribution channelsB2B and B2C preferred social media platformsOwn website/blogOrganic social mediaEmail to own
31、databasePaid social media adsPaid search adsPress releasesEventsPaid third-party mediaPodcastsGuest blog postsOther90%83%77%62%49%44%42%33%26%16%10%Facebook 89%Instagram 2%Twitter 7%Pinterest 1%LinkedIn 1%To drive top-of-funnel conversions,content is the fuel that energizes a wide variety of channel
32、san average of four to seven in play for most businesses we surveyed.While most decidedly favor leveraging channels they own(e.g.,website/blog),paid channels are still part of the mix for more than half of our respondents.With so many avenues to address and seed,its little wonder that the demands fo
33、r content and content budgets continue to grow.P U R P O S E&C HAN N ELS1 2|W PV IP.COMNumber of content distribution channels used117.5%6.4%9.6%15.1%13.3%15.4%14.6%8.2%5.6%3.2%1.1%Content TypesEveryone wants to do more video,if they only had the resources.1 3|W PV IP.COMVideo isnt just f
34、or young,glam consumer brands today.Businesses of all sizes,across industries and segments want to get in on the actionand no wonder,considering the higher audience engagement levels that come with video.C O NTENT T YPESVideo,infographics,and longform content top content marketers “if we only had th
35、e resources”wish lists 1 4|W PV I P.COMTop type of content to create were more resources availableLongform is preferred over social and blogging.As marketing teams grow,they want to bulk up their content marketing resource libraries with infographics and traditional in-depth content like white paper
36、s,reports,ebooks,and guides.Meanwhile,the shine is off doing more blog and social media content,even if the current output level of these content types is consistently high across industries.35%Videos27%Other24%Infographics24%Ebooks/guides22%Reports19%White papers18%Events/webinars18%Case studies11%
37、Email newsletters10%Social media posts10%Blog posts/short articlesExpect 2022 to be the year video takes a greater starring role in enterprise and B2B content marketing circles.For one,as smartphones and handhelds continue to close gaps in video quality and editing capabilities,it wouldnt surprise u
38、s to see content teams take a DIY,guerilla marketing approach to video shoots and production to promote assets,webinars,events,and more.Like Dorothy,these teams may already have the resources to get them home.C O NTENT T YPES1 5|W PV IP.COM“Video!Podcasts!Webinars!Content always.No new team members
39、to help accomplish the growing lists of things that need to be done.”Survey responseContent PerformanceDespite having metrics,almost half still dont know how their content is performing.1 6|W PV IP.COM1 7|W PV I P.COMAlmost half dont know how their content is performingMarketing teams arent short of
40、 measurement toolsmore than three in four survey respondents use metrics to measure their content performance.But are they using the right metrics and the right tools?Page views and email clicks,so-called“vanity metrics,”offer little hard analysis of how content is performing,and dont tell the full
41、story of a customers lifecycle journey.No surprise that nearly half our respondents are left wondering if they have a clear picture of how their content is really performing.C O NTENT P ERFORM AN CEContent marketers today largely rely on metrics like clicks or views.Tracking metrics for content perf
42、ormanceThe No.1 metric to track content performance is page views,trailed by email metrics(e.g.,opens,clicks),social media metrics(e.g.,likes,comments),and website engagement,which may include time spent reading the content.Fewer still directly link their content to broader business metrics such as
43、conversions,leads,or cost to acquire a customer.Our biggest challenge is measuring the impact of content to justify further investment.Survey responseTrack metrics but dont know how content is performingNot tracking metricsDont understand how content is performing49%Track metrics and understand how
44、content is performing51%32%9%Dont know if metrics tracked8%1 8|W PV I P.COMC O NTEN T PERFORM AN CETools used to measure content performanceThe tools used to measure performance reflect this bias towards web,email,and social click metrics.Google Anlaytics is used by three in five,followed by built-i
45、n social and CRM tools.Given this reliance on click-type metrics from generic,legacy analytics tools,its unsurprising that even though 83%of respondents track metrics,almost 50%dont know if their efforts are working.62%Page views58%Email engagement57%Social media engagement57%Website engagement52%Co
46、n-versionsMetrics tracked by content marketers63%46%29%16%5%3%2%34%Email subscribers33%Marketing qualified leads23%Cost to acquire a lead20%Media coverage5%Other43%Search rankingsGoogle AnalyticsBuilt-in social media platform analyticsSalesforce or other CRMOther Adobe Analytics Jetpack Stats Parse.
47、ly1 9|W PV I P.COM51.6%Anecdotal evidence of interest51.0%Analyze data on previous content performance50.0%Executive requests46.2%Analyze overall web trends 28.8%Customer/prospect surveys10.3%OtherWhere content strategy decisions flow from68.7%Requests from other teams(sales,support,etc.)53.6%Conten
48、t analytics/content intelligenceC O NTENT P ERFORM AN CEContent strategy decisions are ad hoc.In the absence of clear,understandable content insights from their analytics solutions,how do content marketers prioritize their investments?Unfortunately,the answer seems to be“listen to whomever is scream
49、ing loudest.”The No.1 driver of content marketing is requests from other teams,with anecdotal evidence and executive requests also featuring prominently in decision making.Clearly,legacy analytics tools havent caught up with the modern content marketing approaches companies now favor.Because content
50、 is seen as a valuable tool for revenue growth,brand awareness,customer education,and building trust,those vanity metrics like page views and clicks simply dont cut it in 2022.Its time to move beyond content strategy decisions arrived at by holding a finger to the wind.C O NTENT P ERFORM AN CE2 0|W
51、PV IP.COM“One of the biggest pain points for the content team is lack of resources to be able to understand the reach of our content and how to do better.”Survey responseRevenueTracking revenue back to content is hard.2 1|W PV IP.COM2 2|W PV I P.COMTracking revenue back to content is hard.Really har
52、d.Were heartened to see so much investment in content marketing and some executives starting to see a return.That said,when contents impact is hard to track,its easy to fall back on established(and simple)advertising or impressions metrics to prove its value.But those dont tell the whole story of ho
53、w content is contributing to the bottom line.Are your organizations revenue goals tied to content?R EV ENU EMost organizations dont have specific revenue goals tied to content.Not only are many content marketing teams struggling to measure the results of their content,they arent planning with result
54、s in mind either.While many organizations havent tied their content to revenue,for those that do,the need to use content to drive revenue is ever increasing.If revenue goals are tied to content,is this need increasing?Increasing78%13%9%Not increasingI dont know53%No27%Yes20%I dont know2 3|W PV I P.C
55、OMR EV ENU EAdvertising is still king.So of those organizations that do have goals tied to revenue,how do they use content to achieve them?Advertising,sponsored content,driving traffic to sales,retention and expansion are the most popular revenue-driving content activities.Advertising is not only th
56、e top choice for driving revenue with content,its also cited as the most effective.Notably,however,one in six dont know their most effective driver of revenue.If only proving the business value of every content channel could be as reliable as advertising placement reporting.How are organizations usi
57、ng content to drive revenue?What is the most effective revenue driver?Advertising placementsSponsored contentDrive traffic to sales teamRetain and expand existing customersDrive traffic to products for saleSelling content productsAffiliate salesContent paywalls/subscriptionsDonationsOtherDont know56
58、%48%43%43%40%22%21%18%10%10%7%Advertising placementsDont knowDrive traffic to sales teamSponsored contentDrive traffic to products for sale Retain and expand existing customers Selling content products Content paywalls/subscriptions DonationsOther Affiliate sales20%16%14%12%11%9%4%4%3%3%2%Nineteenth
59、 Century retail magnate John Wanamaker famously noted,“Half the money I spend on advertising is wasted the trouble is,I dont know which half.”Today,thanks to analytics,marketers operate with less uncertainty.However,as a newer marketing discipline,content marketing has not reached the same maturity
60、of more traditional forms,relying on guesswork and gut feel.As content marketing teams and their budgets grow but technology investments are deferred,Wanamakers gripe may still ring true for those content marketers.R EV ENU E2 4|W PV IP.COM“Personally,Im struggling with executive buy-in to prioritiz
61、e content marketing strategies and invest in the right people to drive them.”Survey response5 0|W PV I P.COMMethodology&Demographics2 5|W PV IP.COM5 2|W PV I P.COMBecause content does matterOur goal with this survey and report was to understand the role content and content marketing plays in todays
62、organizations.We wanted to learn how these businesses are using content for growth,how much theyre spending on that content,what channels they want to pursue next,what technology theyre integrating with,and trends they see heading into 2022.We sent out digital surveys,designed and built on the Crowd
63、signal platform,in November 2021.We asked a series of content marketing-focused questions related to marketing activities and budgets,marketing technologies,distribution channels,metrics,and revenue.There were 832 unique respondents across various roles,industries,company types and geographic locati
64、on.B2B technology companies(26.5%)were by far the most well-represented,with seven in 10 survey respondents indicating they work in the US.M ETHO DO LO GY&D EM OGR APHICSIndustryRoleDirector/VP of Marketing(not content marketing)Manager of Marketing (not content marketing)OtherManager of Content Mar
65、ketingOther C-LevelDirector/VP of Content MarketingIndividual Contributor Content MarketerDeveloperEditorIndividual Contributor (not content marketing)CMOAnalystProduct OwnerJournalistTechnologyMedia,PublishingAgency,Research,ConsultingEducation,Arts,HumanitiesOtherHealthcare,Pharmaceuticals,Life Sc
66、iencesRetail,EcommerceFinancial ServicesHospitality,Food,TravelConsumer Packaged GoodsConsumer ElectronicsTransportation,LogisticsEnergy,Utilities,TelecommunicationsPublic Sector,GovernmentSportsAgricultural,Forestery,MiningReligious Organization15.9%15.4%12.3%10.8%7.5%7.3%6.3%5.9%4.4%3.5%3.5%3.5%2.
67、6%1.1%34.3%13.6%13.3%7.9%5.9%5.6%5.0%3.7%2.9%2.3%1.2%1.2%0.9%0.8%0.6%0.5%0.3%IndustryCompany SizeB2BBoth B2B and B2CMediaB2CNonprofitOther51-1000-50401-10001,000+201-400I dont know10,000+41.3%23.0%13.6%10.1%7.9%4.1%32.3%29.3%11.4%10.2%8.7%4.1%4.0%2 6|W PV IP.COM5 4|W PV I P.COM2 7|W PV IP.COMAbout W
68、ordPress VIPWordPress VIP is the agile,enterprise-ready CMS that empowers marketers to build content both faster and smarter so they can drive more growth.Built on the flexibility and ubiquity of WordPress and leading a powerful ecosystem.WordPress VIP offers the ease,flexibility,security,analytics,and freedom needed to scale valuable customer connections.Learn how we help customers like Salesforce,Merck,Capgemini,CNN,and Spotify deliver amazing digital experiences.Visit .