1,561 marketing professionals and non-pros in marketing roles completed the survey from September 8, 2017 to January 8, 2018.
The results are accurate to +- 2.5% with a confidence level of 95%.
Focus of Survey
Popularity of Tools
Popularity of Marketing Automation Tools and which types are most used.
Time Creating Content
Amount of Time spent on Original Content creation.
Percentage of Original Video Content used in content marketing.
Time Curating Content
Time Spent Curating other people’s Video for content marketing campaigns.
Curated Video Content
Percentage of Curated Video Shared in content marketing.
Curated video content is being underused, which opens opportunities for content marketers to gain competitive advantage.
Content Curation tools are under-utilized and can help marketers claw back valuable time.
Content Hubs are a low cost / high value tool that can vastly increase SEO and audience engagement.
Video is the most sought after content by audiences and search engines. Marketers can gain a competitive advantage by curating more video content to their social media feeds, email newsletter, blog and content hub.
Marketing Automation Tools
Marketers who strategically combine automation tools have an advantage over their peers.
While the adoption of Social Media Schedulers is high, we see a large opportunity for marketers to add Content Curation Tools and Content Hubs.
Social Media Schedulers require a regular supply of content. Most organizations curate content to meet the demand. Yet many marketers are curating content in a labor intensive way using simple search engines instead of curation tools.
Content Hubs are being under-utilized, given their benefit to SEO. The days when referring links were enough to insure strong SEO are gone. Content is king, but Content Hubs have not yet hit their stride.
Despite the large percentage of marketers curating content, most are missing an opportunity to automate curation, save time and get better results.
Pros vs. Non-Pros
What are the Pros and the Non-Pros doing differently with Marketing Automation Tools?
Key Differences between Pro’s and Non-Pros use of Marketing Automation Tools:
Marketers are missing opportunities to increase efficiency and improve results by not using inexpensive marketing automation tools.
Time Spent on Original Content
Content is essential in online marketing, but it’s time consuming to create. Marketers are spending a small amount of time on Original Content which suggests they have many tasks competing for their time.
Percentage of Original Video Content
Video attracts more visitors and increases time on site which boosts SEO. It is the most effective content.
67% of Professional Marketers and 76% of Non-Professional Marketers create less than 20% video content. This is a missed opportunity.
36% of non-professionals don’t create video content, while only 22% of professionals are ignoring video.
Time Curating Content
Content curation is a powerful way to increase engagement on your digital assets, such as your blog, newsletter or social media.
88% of Professional Marketers are curating content for their content marketing campaigns. Content curation is an established practice for professional marketers.
Video as a Percentage of Content Curated and Shared
Despite the higher engagement rates of video, less than 20% of the content curated and shared by 2/3 of marketers is video.
This suggests a huge opportunity for marketers to curate and share more video.
Professional Marketers are more likely to recognize the value of curating video.
The survey highlighted 2 ways that marketers can massively improve results and save time.
1. Increase use of Content Curation Tools
62% of marketers use social media schedulers; only 23% use content curation tools.
Filling a social media scheduler with manually curated content is extremely costly.
Nearly 2/3 of marketers are benefiting from the efficiency of a social media scheduler while losing those gains by curating content inefficiently.
2. Use a lot more Video
Over 2/3 of professional and non-professional marketers use very little video. Both groups create and curate less than 20% of their content in video format.
Pros have distinguished themselves from non-pros in marketing automation but not in their use of video.
Marketers who use a lot more video will benefit from increaesd audience engagement and improved SEO, giving them a decided advantage.
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