In the 5th edition of the Content Marketing 2019 study, conducted by Genwords , it was revealed that the number of companies using Content Marketing as a strategy to attract leads and increase sales opportunities is increasing.
We carried out this work in collaboration with more than 400 companies from Latin America and Spain, because most of the studies currently documented are in the United States, which represents an information deficit in our region.
For the fifth consecutive year we are conducting this research, and this year we have the participation of 452 respondents who represent various companies in the education, advertising, technology, health, tourism and other industries of various sizes, according to the number of employees.
The study involved the participation of hundreds of freelancers and entrepreneurs, as well as leading companies from various sectors with more than 1,000 employees.
All of these participants answered our questions during the months of October and November 2019, obtaining participation from agencies such as RD Station and HubSpot, but also from companies from various sectors such as Adidas, BBVA, Ernst & Young, among others.
Emanuel Olivier Peralta, Founder and CEO of Genwords, justifies the consolidation of this study with the aim of brands starting to implement effective strategies that connect them with their potential customers, in a natural and assertive way. He adds that:
“Companies must be aware of the evolution of Content Marketing to update their perspectives, optimize their strategies and obtain much more profitable results.”
In the sample, a large number of respondents (29.2%) are directors or CEOs of the companies they represent, and a good part correspond to representatives of the Marketing Department (18%).
On the other hand, the largest percentage of the companies surveyed (31.4%) belong to the Marketing and Advertising Agencies sector.
Among the most notable results are:
43.1% of the companies studied have a content strategy; however, they do not have canadian hospitals email list it documented, so only 27% of this sample recognizes the importance and takes the necessary actions to achieve the desired results.
32.7% do not have a team focused on content creation, but they plan to form one .
Lead generation remains the main objective of this marketing effort for companies, increasing its importance by 6 points compared to the study we conducted in 2018.
There is a general lack of awareness of co-marketing and guestblogging as tactics that are part of Content Marketing to promote content through relationships with other companies.
Social media and videos are at the forefront of promoting content.
