A new survey by SEO platform BrightEdge shows that brands are doubling down on content creation after “organic” and “content” topped the list of answers for the most important marketing initiative this year.
BrightEdge conducted the research a few months ago, when it asked more than 250 digital marketers at Fortune 500 enterprises in both B2B and B2C sectors about what exactly is on the agenda for them during the remainder of 2017 and their views on current and future trends.
The overall sentiment is that organic initiatives such as unique news, blog articles, videos and infographics will take the lion’s share of marketers’ budgets in the coming months, and stellar performance across search and social will be important for driving positive customer actions.
However, less than 15 per cent said that mobile was a top priority, which is surprising considering Google’s push to optimise for smartphones and the growing number of people who now consume content on these devices.
While mobile is very much the “here and now” for marketers, 27 per cent said that it was one of the “next big things” for search marketing, which suggests that brands will put more of an emphasis on this activity in the future. Both “artificial intelligence and machine learning” and “voice search” topped the list with 31 per cent.
While respondents recognise the impact that these technologies could have in the coming years, almost two-thirds said that they were “not likely” to integrate any form of voice search into their marketing campaigns this year, and 57 per cent said the same about AI and machine learning.
In terms of content marketing, blogging is by the far top category, with more than two-thirds saying that it was a main focus. This placed it ahead of social media (62 per cent), video (45 per cent) and infographics (30 per cent), while conversion was the metric most widely used to determine the success of campaigns. “Engagement” and “traffic” rounded out the top three.
Finally, the report noted that marketers are still generally struggling to create content that reaches its target audience, which suggests that they may achieve better results by working with a digital agency to streamline and improve their efforts.