Content and Inbound Marketing still on the rise for Marketers – Results Gap 2018

René Neubach | October 12, 2018 | Content Marketing Inbound Marketing

Content Marketing

In our third survey on Inbound and Content Marketing at the turn of the year, we already recorded 25% more participants than last year, being able to donate € 500 to St. Anna Children's Cancer Research. At this point again a huge thank you to all who have taken the time and answered our questions!

STATUS QUO AND OUTLOOK – INBOUND AND CONTENT MARKETING HOT TOPICS 2018

In the first question, in which we followed the interest in topics and the activities already implemented in the past year as well as the planning over the next 12 months, we were able to see a further increase in interest in Inbound Marketing, Content Marketing and strategic planning. These answers also correspond to our project requests of the first 3 months of this year.

IT ONLY JUST BEGUN ... CAUTIOUS BEGINNINGS & BABY STEPS

In recent months, only a few of these hot topics have been implemented in the companies of our participants. However, according to the survey, the focus now seems to be very much on strategic planning, with more than 45% claiming to tackle this issue over the next 12 months.

In our opinion that is a very wise step. Because all too often bets were set to a supposed hype, which then finally turned out to be a bummer. Of course, we are careful not to define Content Marketing as a hype since the approach has been used for almost 200 years, for example, by John Deere with their magazine "The Furrow" in the early 1800s. 

TRAINING AS A FOUNDATION FOR ORGANIZATIONAL CHANGE

According to the results, a planning focus on training can be seen this year. On the one hand to create awareness and to make the organization fit for new demands in marketing. On the other hand, in order to bring everyone together, to unify terms and requirements. This, too, reflects quite well with the inquiries and findings of this year so far.
Another exciting aspect: Companies are very interested in what the handling of service providers and agencies should look like.

From our daily conversations with customers, questions in trainings and workshops, we can see an increased interest in the subject of Influencer Marketing, an area from which many companies from different industries expect and hope for more and new impulses.

SHORT BLOG POSTS AND VIDEOS AS WELL AS VISUAL CONTENT DESIRED

While 80% of all respondents want short content and videos, 68% like to receive photos, infographics, illustrations and images while long articles and podcasts are only on the wishlist of 32% of the respondents.
However, we also assume that there is not enough high-quality content and hope to increase interest in those formats with our content, especially with our R & D on Patients podcast (unfortunately only available in German language), in which we also want to raise awareness of storytelling. After all, creative stories also offer the target groups a different, more extensive experience.

EMAIL & COMPANY BLOG AS PREFERRED COMMUNICATION CHANNELS

Even if the medium of eMail has a very negative image, it is still the channel of choice (84%) among our respondents. The reason is explained quickly. It is the everyday communication medium, everyone has it, and you it reaches its recipients. However, it must also be noted that the fast, personal filters are activated quickly so that promotional, uninteresting and irrelevant eMails are quickly detected and deleted unopened.

On position two and three we can find company blogs (52%) and Facebook as well as Twitter (40% each), Instagram (24%) and LinkedIn and Xing (12%). The latter are not used quite as well with our responding audience as in other areas or regions, such as the United States, where LinkedIn is already established as a medium, not just a network platform.

CONCLUSION

We are pleased that the topics of Inbound and Content Marketing have become established and that the topic is strategically addressed. We are also positive about the fact that the use of training as a method in companies to tackle corporate cultural and structural challenges is becoming more and more important. We are already curious to see where the companies will find themselves at the end of this year when we launch a new edition of our Content Marketing Gaps.


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