2012 Digital Content Marketing Survey Report

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This year, Brandpoint surveyed 389 marketers and marketing decision makers to determine which content marketing strategies are the most effective.

Some key findings this year included:

  • 99% of respondents had used at least one form of content marketing
  • Social content, e-newsletters, and blogging drive the best results
  • 70% of marketers plan to outsource one form of content in the next 12 months
  • The most important attributes in outsourced content, or content of any kind, are engaging and creative storytelling, customized content, and professional-level writing.

The Most Common Forms of Content Marketing

Surprisingly, the results showed that marketers consider words more powerful than images, and social content (90%), blogs (75%), press releases (73%) and online articles (73%) were all rated as being more popular than video (71%).

Whitepapers and eBooks, infographics and images all ranked in the middle, and mobile content and advertorials, both in their infancy, have only caught on with about a quarter of those marketers surveyed.


Content Marketing: What Works?

Based on the responses of those surveyed, it was determined that social content had the highest lead and revenue generation, beating out newsletters by 15%. Content dominates the top 4 results drivers in social (53%), newsletters (38%), blogging (37%), and online articles (31%).

Once again, whitepapers, ebooks, infographics and images all hovered in the middle and near the bottom, and mobile content and advertorials generated the least payoff for those who attempted them.


But identifying what is currently working only provides a snapshot, and as we well know, the internet marketing terrain is constantly in a state of evolution, which probably explains why, despite their poor performance currently, many plan to outsource for video (32%), images, and infographics (22%) in the next 12 months.

Conversely, only 9% plan to outsource their newsletters in the next 12 months, which leads us to conclude that some, if not many, are already handling their newsletters themselves with an internal staffer. Online articles, ebooks, blogs, social content, and press releases float in the middle, with more planning to outsource in the next 12 months than did in the previous 12 months.

What Do People Expect from Outsourced Content Marketing?

Across the board, quality writing is the most important asset a content or copy writer can bring to the table. The top 3 content qualities, according to those marketers surveyed are:

  • Professional-level content (49%)
  • Engaging, creative story-telling (44%)
  • Custom, original content (38%)

Marketers place the highest value on content that is written for people, rather than that which is written for search engines, but this doesn’t diminish the importance of SEO optimization. More than one-third of surveyed marketers prefer a balance of equal parts engaging and optimized.


Dedicated Guidance from Content Marketing Professionals
We look forward to the next generation of internet marketing in whatever form it takes. Based on the analysis of decision makers in marketing from this survey, which included a full gamut of company types, including start-ups, agencies, and corporations staffed with thousands, it’s clear that content marketing is entering a new age, possibly even it’s Golden Age.

As content consumption skyrockets, more opportunities to leverage your company’s message are appearing on the horizon. Let We Do Web Content help you chart a course.