Content marketing continues to generate buzz and can be a great way to generate new leads and convert those leads into customers. Whatever form the content takes, it can help establish a brand as an authority in its niche. The landscape of content marketing over the past few years has been one of great change.
Content marketing status report latest from SEMrush analyzed more than 450,000 tweets, 700,000 blog posts, hundreds of thousands of Google search queries, and surveyed over 1,200 marketing professionals around the world.
The report discovered some content marketing trends dominated the marketing world in the past year.
Here are some content marketing stats from the report that highlight trends that are most likely to continue over the next few years.
Articles longer than 3,000 Words received 3x more traffic
Articles longer than 3,000 words get 3x more traffic, according to a report by @SEMrush #contentmarketing Click to Tweet
In a few years, articles have gone from short pieces to long, detailed pieces filled with information. Sections of 3,000 words or more get three times the traffic and four times the share as articles between 900 and 1,200 words. They also have more backlinks than shorter posts.
While there is still room for shorter articles, the incorporation of long-form articles will help drive traffic and engage website visitors. Longer articles may also rank better in search engine results throughout 2020 (until the algorithms change again, anyway.
Top Performing Content Anatomy – Key Stats From SEMrush State Content Marketing Report
Around 37% of Americans use a mobile platform to go online
Around 37% of Americans use a mobile platform to go online Click to Tweet
In the last few years, there has been a huge push to prioritize mobile and really create a smartphone-friendly online platform.
While there is evidence that more and more people are using their phones to access the internet, the results in the State of Content Marketing Report highlight that many people still access websites via the Internet. desktop.
SEMrush looked at the devices people used to browse different industry blogs globally from April to September 2019 and split their traffic into desktop and mobile.
Pew Internet Research found that about 37% of Americans use their mobile device to go online, and the total number of people owning a smartphone ranged from 35% in 2011 to 81% in 2019. Device usage Mobility continues to increase in 2020.
However, many people still use desktop computers to research information. Looking back at more than 1,000 blogs, researchers have found that around 63% of car dealership traffic comes through a desktop computer. The numbers reach as high as 80% or more for online education and marketing topics.
The key point here is to write for an audience rather than a device and make sure your site adapts to whatever screen size a user has at a given time.
Successful blogs use a mix of 13. 8% listings, 10. 8% Q&As, and 5. 10% How-Tos
The report also looked at the different types of articles posted on blogs and found that most blogs benefit from a mix of different topics. For example, online education blogs have a traffic mix that looks like this: 3.6% tutorials, 5. 10% hows, 10. 8% Q&A articles and 13.numbers 8% listings .
Industry blogs Top performing articles by type
Finding the right match for each site is a matter of digging into web analytics and analyzing not only the popular topics on that blog, but also competitor blogs. Many blogs even offer a look at the most popular articles, making it easy to do a little research and discover which topics are popular with a certain target audience.
There are 2.96 Billion people on social media
One thing the report found is that most businesses don't use social media as much as they should based on the number of users. There are about 2.96 billion people on social media.
The only categories that use social media often enough are fitness and health, home, garden, and medicine. Every business is unique, so some marketers do a better job of social media promotion than others. However, it is a real weakness in the industry that needs to be addressed.
Titles of 14 Words or More Get 5 more backlinks
Titles of 14 words or more get 5x more backlinks #contentmarketing Click to Tweet
The report also detected an increase in subject line length. The reason writers should use longer titles of 14 words or more is because they get twice as much traffic, twice as many shares, and five times more backlinks.
Traditional advice has been to keep subject line lengths to seven to 10 words, but that seems to be changing. People want to know they're getting the specific information they're looking for.
Lists Double the traffic of other post types
Lists seem to be everywhere. People are busy and they like information that they can absorb quickly. The ability to skim through the subheadings in a listicle helps users find the exact advice they need.
The state of content marketing report 2019 by SEMrush also found that listicles get the most shares and traffic – more than double what other post types get.
36% of articles with both H2 and H3 titles get more traffic and shares
Research has also found that using both H2 and H3 headings leads to higher performance.
Referrals 36% of articles with both titles get more traffic, shares, and backlinks than similar articles without. The reason may stem from the need for people to skim and find the exact material they need. Descriptive titles save readers time and frustration.
36% of articles with both H2 and H3 headings get more traffic and #contentmarketing shares Click to Tweet
2020 Rank higher than number 1
Search engines like Google now use position zero to highlight quick snippets of content. While rich snippets have been around for a while, the way Google pulls information from content has changed a bit over the past two years.
Rich snippets can appear anywhere in the text, so using bullets helps Google see what readers need most. Bulleted lists also make content easier to read for readers.
The word 'Strategy' appears in 29% of Content Marketing Tweets
For years, top marketers have turned to well-organized plans to gain as much traction as possible. The keyword phrase “content marketing strategy” is the most popular keyword in the content marketing category and appears in 29% of tweets. Content Marketing Strategy also came to mind 20 questions posed on Google on this topic.
SEMrush used a combination of machine learning and human expertise to analyze the topics (main topics) discussed in the most popular tweets (20+ retweets) published mid-January d September 2019 and contains the hashtag #ContentMarketing.
Over the last year, most people have noticed more and more campaigns geared towards a particular holiday or event. Promoters already know that people want highly personalized material that speaks directly to them and their needs. At the same time, consistency is key to brand recognition. Planned shows offer variety while still tying everything together with one underlying theme.
The majority of marketing agents have expanded their product offering
Another trend over the past year has been a shift in the way resellers market their products. Some agencies have turned to proprietary software to gain an edge when working with them over others. There is a lot of competition in the digital marketing space, so anything a company does to stand out increases potential profits.
Agents should review the services already offered and look to expand into a full-service agency, so customers get all of their exposure from one place. For example, add an event service complete with logo-printed gift items. Any job hired or subcontracted by another company is an opportunity for growth in 2020.
Inference
If you haven't already, I urge you to download it Content Marketing Report from SEMrush . It's filled with even more useful data to help guide your content marketing strategy this year.
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