Content remains an important cornerstone of public relations strategy. Long before the term “content marketing” was coined, public relations practitioners were utilizing the strategy to inform and engage audiences. Today, content marketing is integral to owned strategies and critical to brand awareness, outreach and thought leadership.  The infographic below shows that this year, B2B and B2C marketers will create more content than in the previous year with the majority planning to use content marketing as an ongoing, rather than campaign strategy.

While this infographic fro PointVisbile is directed to marketers, the trends are applicable to public relations pros who often lead content marketing strategies for clients. This is a good visual checklist to help you check planned strategies against trends and maximize your efforts. It also highlights areas that still need improvement. While content marketing grows in use, only 22% of B2B marketers and 25% of B2C marketers are extremely successful with the approach. Having a documented and consistent strategy and clear metrics for success can help us to ensure that our content marketing efforts deliver as expected.

Content Marketing Statistics Infographic is provided by Point Visible

Statistic in cover image via Content Marketing Institute