83 Tweetworthy Content and Social Marketing Statistics [Data]

WPP aims to incorporate new data in its long-term marketing.

If you are like me and many other marketers, you struggle with tweeting every day. Buddy Media recommends tweeting four times a day, which is even harder to keep up with. Just like other aspects of marketing, creating social media content requires a dedication and direction that many companies don’t have.

Skyword recently collaborated with Unisphere Research on a survey of marketing executives on their habits, goals, and thoughts of the industry.

Download the full report here.

Tweetworthy Content and Social Stats
Similar to the issue of not posting enough to social media channels, one of the key findings of the survey was that companies struggle to create the volume of original content they desire. Executives indicated they would like to produce original content more frequently to keep today’s insatiable economy engaged (50% would prefer to post original content at least daily, but only 25% actually do). Posting frequently is hard to accomplish using only outdated, inefficient technologies such as Microsoft applications, which 89% of marketers admitted to still using.

Not only will original content help fuel social media channels, it will also help establish a company as a thought leader, and acquire new leads and customers. Companies can also re-purpose this original content for years to come (96% of executives reported that they re-purpose content).

If you find yourself with a case of Twitter writer’s block, consider tweeting one of our content marketing findings below. Happy tweeting!

Content Marketing Now A Strategic Initiative

Providing the right content at the right time to the right customer enables organizations to rise above the numerous sites and pitches competing for customer attention.

68% of executives say their main content marketing goal is to engage customers and prospects; 44% seek to enhance brand awareness.

Content is linked to more concrete marketing objectives: 38% of executives say there is a direct bottom-line purpose—to acquire leads.

46% of marketing executives indicate they have established content strategies within their organizations.

83% of companies report they have or are considering formal content marketing strategies.

The top three benefits of content marketing as reported by execs: Engage customers/prospects, increase brand awareness, and acquire new customers/leads.

48% of executives report their company has a dedicated content marketing manager or team; 50% do not and 2% are unsure.

The top two benefits of content marketing programs: Engage customers and prospects (68%) and increase awareness of brand (44%).

50% of companies do not have a dedicated content marketing manager or team.

9% of companies have no formal content marketing programs planned or in place.

39% of companies with 1-100 employees have a dedicated content marketing manager or team in place.

58% of companies with 1000 employees or more have a dedicated content marketing manager or team.

The most common title of the content marketing leader is “content marketing manager” (29% of survey respondents).

Social Media Emerges Within Multi-Channel Strategies

Seven out of 10 executives employ social media to distribute content. Facebook and Twitter are the leading platforms.

71% of executives actively promote their website content through social media channels.

Facebook, Twitter, and LinkedIn are the leading platforms for content marketing and customer engagement.

64% of executives consider a branded blog to be their most potent weapon in achieving a social media presence.

Which channels is content most often promoted? 84% Facebook, 79% Twitter, 64% LinkedIn.

Social media platforms with the highest levels of engagement: Facebook (55%), Twitter (45%), LinkedIn (39%), branded blog (31%).

31% of executives report their branded blog is crucial for consumer engagement.

The Facebook button is the most popular social button to promote content from websites or blogs. Twitter is the second most popular.

Social media traffic is driven to the company website 89% of the time.

Social buttons featured on websites/blogs: Facebook (81%), Twitter (74%), LinkedIn (58%), Google+ (33%), YouTube (33%).

Where is social media traffic driven? Company website (89%), company blog (44%), microsite (20%), partner site (12%), other (6%).

Which generation do B2C marketers target most often in social media campaigns? Gen X (born between 1965 and 1980) (48%). Others: Gen Y/Millennials (born between 1980 and 2000) (41%) and Baby Boomers (born between 1946 and 1964) (38%).

69% of companies have social media teams with one to 10 employees. 12% have none.

12% of companies have no one on their social media team.

23% of marketing executives rely on outsourcing arrangements for social media support.

33% of large companies (with 10,000 or more employees) outsource at least part of their social media strategies.

79% of marketing executives allocate 10% or less of their budgets to social media programs.

13% of companies allocate no money to social media programs.

The two most important channels for marketing fresh content are corporate websites and email (88% and 73% respectively).

According to marketing executives, the company website is the most valuable channel for content marketing.

68% of enterprise marketers consider social media to be “very important” or “important” in distributing content.

56% of executives indicate they leverage the same content asset across all marketing/media channels all or most of the time.

Content Gets An "A" For Originality

Customized and original content is the most effective vehicle for reaching and engaging customers.

87% of marketing managers say they create their own content internally.

17% of marketing managers report using curated content.

Product-related content tops list of content areas most important to marketers (77%).

71% of marketers rated best practices and thought leadership content as either “extremely important” or “important.”

Only 28% of marketers rated “out of brand” or entertainment-driven content as an important content type to their organization.

Articles and videos top the list of types of content created at organizations (76% and 60%, respectively).

The most widely shared types of content across social are articles, videos, and photos.

52% of marketing executives are seeking to increase the number of customer testimonial content.

42% of companies are seeking to increase the number of infographics they’re creating.

Articles are the most widely shared content type on social pages, and 53% of companies are looking to increase the number of articles they create.

51% of companies create original content for distribution across their social channels, and 30% are planning to do so.

Only 14% of companies say they are not employing any original content.

Needed: Greater Content Volume and Frequency

53% of organizations currently produce less than 10 pieces of original content per month (one piece every three days).

44% of companies would like to increase original content creation to 11-50 pieces per month, and 14% to 50 pieces or more per month.

53% of marketing executives report they produce 10 or fewer items a month, and 23% would like to increase this amount.

Only 4% of companies are currently producing more than 50 original pieces of content/month.

34% of large companies (with 10,000+ employees) create more than 10 original pieces of content/month.

50% of companies would prefer to post original content on at least a daily basis, but only 25% do.

87% of marketers would prefer to post original content at least weekly.

46% of companies post original content once per week; 21% do so once per day, and 16% do so once per month.

Companies with established content marketing programs are much more likely to post content daily than those without established programs (87% versus 40%).

12% of companies with established content marketing programs produce content monthly or less frequently.

10% of companies re-purpose content all of the time, 68% sometimes do, and 18% rarely do.

96% of marketing executives report they re-purpose their existing content.

44% of executives say they post to social media outlets five or more times per week.

Measuring Progress

Only 25% of companies measure the results of their social media content marketing programs down to the level of individual pieces of content.

Only 20% of small businesses and 23% of large businesses measure social media results.

The impetus to measure social media results is far greater (3 times more likely) among companies that have a formal content marketing strategy in place.

Companies primarily define success of social campaigns by levels of engagement (i.e. comments, Likes, etc.) and page views.

Only 42% of companies tie social media content success directly to business gains, via direct responses or downloads, and 31% make a connection to sales and revenues.

People, Process, and Technology

Nearly all marketers are creating and managing content using multiple basic tools like Microsoft Office and email, suggesting that more education is needed about customized content marketing solutions.

89% of executives employ basic office tools like Microsoft applications and email to create and manage content.

60% of marketing executives have migrated to online content publishing platforms, using tools such as Quark, Adobe Professional, and WordPress.

Two of the biggest challenges of content marketing: Produce more targeted content to engage audiences, and the ability to produce more content.

53% of executives say they can’t produce enough content, and most would prefer fresh content weekly at least.

66% of executives say their greatest content marketing challenge is to produce more targeted, relevant content to engage audiences.

The majority of marketing executives would prefer to cycle fresh content at least weekly.

44% of executives say quality of content is a significant concern.

Top two methods to gain insight into topics for content marketing: Surveys (50%) and website analytics (50%).

Methods of gaining insights to content marketing topics: conduct surveys, site and keyword research, speak to sales team, professional networking or focus groups.

83% of companies have money set aside specifically for content marketing.

35% of companies have a content marketing budget that is less than 10% of their overall marketing budget.

71% of executives say most of their content is created in-house, regardless of organization size.

48% of companies have people or teams dedicated to content marketing. However, 51% of these teams are comprised of five people or less.

51% of executives surveyed have no more than five employees supporting their content marketing initiatives.

56% of companies with 10,000+ employees have more than 20 people on their content marketing staff.

27% of large companies (10,000+ employees) have 10 employees or less on their content marketing staff.

We would love to learn more about your content initiatives, and help you manage and create content more efficiently. Please send an email (learnmore@skyword.com) to schedule a call or request a demo.

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