Companies’ top inbound marketing priority this year is growing their SEO/organic presence (66%), according to the results of a global HubSpot survey of more than 4,500 respondents from a variety of business types and industries. Blog content creation (60%) and content distribution/amplification (50%) follow, reflecting the importance of content marketing to inbound projects.
These 3 inbound priorities also topped the list (in the same order) last year; in 2014, blog content creation was the top priority. While it’s no longer the top priority, the creation of blog content is deemed a priority for more marketers than interactive content (41%), long-form content such as e-books (33%), visual content (33%) and product how-to videos (28%). That reflects recent research indicating that blogs are the most commonly produced content type by both B2C and B2B marketers. Nevertheless, it’s interesting to see how-to videos that far down the list, given the buzz about video marketing and consumer preference for how-to videos.
Still, there are indications that video marketing is on the rise. With content distribution a leading priority for respondents, the report separately examines the content distribution channels that marketers plan to add to their efforts in the next year. Reflecting the growing importance of video, YouTube (48%) topped the list of planned new distribution channels, followed by Facebook video (39%). Instagram (33%), messaging apps (20%), podcasts (15%) and Snapchat (13%) are also seeing some interest, though to a lesser degree. Read the rest at MarketingCharts.com.