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Infographic: Content Marketing Trends and Insight 2017
17.07.2017

Infographic: Content Marketing Trends and Insight 2017

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The Content Marketing Institute defines content marketing as "a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action."

In these modern times it is not only useful to include content in your marketing strategy; it is vital. A study by GE Capital Retail Bank found that 81 percent of shoppers today research online before ever setting foot in a store, and the average buyer guides themselves through 60 to 90 percent of the sales funnel before contacting a salesperson, according to Forrester Research. These statistics demonstrate the need to provide your potential customers with easy-to-find information about your products or services in order to help them make an informed decision.

Whether this content takes the form of blogs, social media posts, white papers or webinars, the benefits are numerous. Given that in most cases content marketing only costs your business time, it is an incredibly affordable way to attract new leads. Not only that, but the leads your content does generate will be more qualified, given that they have purposely sought out information about your niche.

So what are the current trends in content marketing, and what trends are we likely to see within the next 12 months? At Global Database we compiled data from the Content Marketing Institute's 'Content Marketing in the UK - 2017 Benchmarks, Budgets and Trends' report and BrightTalk and Emedia's '2017 B2B Content Marketing' report in order to put together an infographic presenting the current state of the industry... check it out below.

Our Tips for Successful Content Marketing

With only 40 percent of marketers concluding that their content marketing strategy is very or extremely effective, there is clearly room for improvement across the board. At Global Database our experts recommend the following tips in order to get the most from your content: