It’s always a good fight in the content marketing arena; in one corner we have the blog and in the other the eNewsletter; while video is getting prepped for the next round, the infographic is making its way into the boxing ring; meanwhile, whitepapers and case studies have been duking it out to no end. Between all of these messy matches, though, appears to be one consistent winner—one content marketing tactic that remains triumphant over all: social media.
Okay, we all know that social media is a huge strategy being used by content marketers—especially over the last few years. In fact, its usage rate continues to climb; according to a new study commissioned by the Content Marketing Institute (CMI) and MarketingProfs, the number of North American B2C content marketers who used social media rose from 84 percent in 2012 to 88 percent in 2013.
The study, however, takes this one step further by pinning different social platforms against one another, providing a more detailed, transparent view of the social marketing landscape as a whole. The gloves came off, but in the end, LinkedIn—a tool many marketers consider to be a dark horse—rose to the top for content distribution purposes, showing an astronomical 20 percent growth from 2012 to 2013.
While others trailed close behind—like Pinterest, which showed an 18 percent growth over the last year—LinkedIn ultimately roped in the most B2C content marketers for content distribution over the last year, even when compared to the infamous Facebook “like” and the almighty tweet. In fact, Facebook declined by one percent from 2012 to 2013.
Other content marketing tactics that showed growth over the last year include:
- Videos (70 percent in 2012 to 72 percent in 2013)
- Blogs (69 percent in 2012 to 72 percent in 2013)
- In-person events (63 percent in 2012 to 65 percent in 2013)
- Mobile content (43 percent in 2012 to 46 percent in 2013)
Meanwhile, the following tactics may not be around for much longer if they continue declining:
- Articles on a company’s website, such as a news or featured article section (84 percent in 2012 to 78 percent in 2013)
- eNewsletters (78 percent in 2012 to 76 percent in 2013)
- Mobile apps (42 percent in 2012 to 39 percent in 2013)
- Webinars/Webcasts (32 percent in 2012 to 30 percent in 2013)
Hopefully this gives you some peace of mind as to what your competitors are currently up to, as well as what you should be considering as we swiftly transition to 2014. To learn more about CMI and MarketingProf’s study, click here.