In these uncertain times and highly-competitive markets, it’s vital for businesses to find new, creative ways to stay above the competition. But with the ever-changing marketing landscape, knowing which trends to adopt may prove a challenge. This is especially true when it comes to effectively planning a marketing budget.
With that in mind, we conducted extensive research and compiled a list of the top 5 marketing stats to follow in 2023. Utilize these stats to put your best foot forward and make informed decisions about your content marketing strategy.
Top 5 Content Marketing Stats in 2023
- 71% of marketers believe mobile marketing and advertising are essential for success.
In this modern day and age, technology is key. The fast-paced and connected lifestyle became the norm, especially for younger generations. However, with the rise of mobile device usage, consumer trends have seen a shift.
In the past, people opted to use a computer when browsing the internet, but now mobile devices take precedence. In fact, mobile devices, including tablets, account for more than half of all annual website traffic. So, it may not come as a surprise that one of the top 5 content marketing stats is about the decision to optimize digital experiences for mobile screens.
This insight is particularly useful for businesses whose target audience is Gen Y and Gen Z. By making online experience mobile-friendly, companies have better and more effective interactions with their intended customer demographics.
- 88% of organizations that employ SEO strategies saw a consistent or increased investment rate.
Search engine optimization, SEO for short, is an indispensable component of modern marketing. In 2022 alone, direct traffic comprised 22% of all website traffic. Organic search (17%) and social media (16%) included the other two main website traffic sources. With the exchange of information happening mostly online, it is safe to say SEO is here to stay.
But, what most people don’t know is that SEO has evolved far beyond on-page techniques, such as keywords and meta titles and descriptions. Nowadays, Google rankings focus more on the quality of content, the authenticity of the website as well as the context of searches. For those reasons, companies across various industries are recognizing the value of SEO experts and are employing their services to boost ROI.
- 55% of marketers prioritize blog content for inbound marketing.
Inbound marketing is a business method that aims to attract a target audience and form lasting relationships by creating valuable content that aligns with their needs. With the current digital landscape, this approach proved to be more effective than the traditional outbound tactics.
The reason for this shift lies in the new, hybrid working practices. Due to the pandemic, most businesses had to switch to remote work in order to function. As a result, virtual meetings and digital engagement became the accepted norm.
But how does it work? Inbound marketing helps organizations spread brand awareness and build trust by creating relevant content for their target audience. And best of all, the entire operation is completely digital.
Furthermore, blog posts are highly valued in inbound marketing because they allow companies to display knowledge and skills in their field of expertise. When done right, they are also a great source of information and a tool for self-promotion.
- 91% of consumers show a higher inclination to buy products or services from a business if experiential marketing is applied.
Experiential marketing focuses on providing customers with immersive experiences for the purpose of raising awareness, increasing sales and promoting better understanding. These real-life activities can be held both offline (trade shows, festivals, demos, etc.) and online (webinars, conferences, virtual tours, etc.). They are entertaining, practical and easily accessible to all, thanks to AR/VR platforms.
However, experiential marketing experienced some drawbacks in the last two years. Due to strict regulations brought on by the pandemic, businesses (and even countries) had to close their doors. These circumstances prevented marketers from further realizing their marketing campaigns.
The good news is that 2023 opens up new possibilities for this type of marketing. As technology advances and more people access immersive platforms, experiential marketing has the potential to climb to the top of the trends.
- 81% of marketers aim to integrate video content in their marketing efforts in the following years.
Video content is one of the most prominent marketing tactics at the moment. According to Lemonlight’s research, 99% of participants claimed they enjoyed viewing brand-produced videos. Additionally, 67% of people stated that their purchase choices were highly swayed by videos found on social media platforms. As a matter of fact, in 2020, 86% of businesses already included video content in their marketing efforts.
It is important to note that short-formed videos performed the best. Even though longer content provides more detailed information, short videos are more efficient and correspond with online users’ shorter attention spans. As such, they enjoy immense popularity with the general public. In recent years, social media platforms like Instagram and TikTok claimed the spotlight by adding short videos to their services.