How does your content marketing strategy compare to your competitors’?

Knowing who your competitors are, what they’re offering, which platforms they’re using, how they’re communicating with their customers and what people are saying about them, is key to creating a killer marketing strategy.

While it’s easy enough to look at a competitor’s website or social media pages, it’s a bit more difficult to get into the nitty gritty of how their content marketing functions on a daily basis. Fortunately, SEM Rush has surveyed more than 1,200 marketing professionals across 39 different countries for their Global State of Content Marketing Report.

The findings detail everything from what’s working well for organisations and how they’re measuring success to what their goals and biggest challenges are.

Only 9% of companies have full confidence in their content marketing strategy

91% of marketing professionals who were surveyed by SEM Rush said that they’re using content marketing as an approach in their business. Among those, 77% have a content marketing strategy.

So far, this all sounds great. It’s a bit more alarming to find out that only 9% of respondents rate the performance of their content marketing strategy as excellent however. 43% said they class their marketing strategy as good, 38% said average, 8% rated theirs as fair and 2% said poor.

Measuring success

Whether it’s an email, social media post or paid advertising, how do you measure the success of your marketing campaigns? The most common key metrics used by SEM Rush’s respondents include:

  • How much organic traffic is coming to the website (76%)

  • How many leads are coming through (62%)

  • Sessions/page views on their website (60%)

  • Conversion rate (47%)

  • Time on page (39%)

Tried and tested methods

When asked what the most efficient content marketing tactics implemented by their team in 2019 was:

  • 67% said search engine optimisation

  • 51% found updating and repurposing existing content to be very effective

  • 37% embraced technology and creating more video and visual content

  • 36% saw great success from publishing ‘how to’ guides and/or educational content

Content marketing goals

The Global State of Content Marketing Report also wanted to identifypriority goals that businesses are hoping to achieve through content marketing by the end of 2020.

  • 75% of businesses said they want to generate more quality leads

  • 71% would love to attract more traffic to their website

  • 56% aim to improve brand reputation

  • 45% want to improve customer engagement and loyalty

Content marketing teams

The vast majority of businesses (78%) have between one and three specialists in their content marketing team. 18% have four to ten and just two percent have 11-20.

Writers and content creators top the leaderboard for the types of specialists employed by businesses to make up their marketing team.

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Content marketing challenges

When asked about the top challenges teams face when it comes to content marketing;

  • 54% said creating content that generates quality leads

  • 52% said creating content that attracts more traffic

  • 45% struggle to develop content that resonates with their target audience

  • 44% feel they need to improve the SEO performance of their content

  • 34% find it difficult to come up with ideas for creating new content

Technologies used in content marketing

SEM Rush asked their survey participants, ‘which technology does your team use to leverage your content marketing efforts?’

  • 85% said website analytics tools

  • 73% use SEO tools

  • 67% do regular social media posts

  • 57% have embraced email marketing software

  • 47% use a content management system (CMS)

  • 42% use writing and editing tools

Content creation

With the vast majority of businesses saying they utilise this function of their website, the most popular type of content is blogs. This is followed by emails, infographics and then case studies.

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Content marketing distribution

When it comes to the most popular channels for distributing content, 94% of companies use social media, 76% use email marketing, 46% rely on PPC/paid advertising and 30% use external publications and guest posts.

Outsourcing content marketing

What are the most popular content creation services to outsource?

  • Writing (53%)

  • Graphic design (34%)

  • Video design/animation (32%)

If you need help with any aspect of your content marketing, please don’t hesitate to get in touch with Copyworks and we’ll be happy to help.

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