How to Respond to a Negative Online Review & Get More Positive Ones

Negative online reviews are no fun. Receiving one for your business is like a swift kick to your pride. They can linger in your online …

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33 Mind-Boggling Instagram Stats & Facts for 2017

Launched in 2010 and acquired by Facebook in 2012, Instagram has taken the mobile photo-sharing niche by storm, with no signs of stopping soon.

Thinking about using Instagram to market your business? Want to become Instagram famous? Here are the coolest, most surprising Instagram statistics and facts to know for this year.

Instagram Demographic Statistics

1. 80% of Instagram users are outside of the US.
2. Most Instagram users are between 18-29 years old.
3. Six in ten online adults have Instagram accounts.
4. Female internet users are more likely to use Instagram than men, at 38% vs. 26%.
5. 32% of teenagers consider Instagram to be the most important social network.
6. 32% of Instagram users attended college.

College Instagram
7. 26% of Instagram users make more than $75,000 per year.

Instagram Usage Statistics

1. After Instagram itself, Selena Gomez has the most followers with 117 million. Cristiano Ronaldo has 97 million and National Geographic has 75 million.
2. Beyonce holds the record for the most liked Instagram with her pregnancy announcement which garnered almost 11 million likes.

Most Liked Instagram Post

3. There are over 600 million Instagrammers.
4. Of that 600 million, 400 million are active every day.
5. There are 16,600,000 Google searches for “instagram” per month.
6. There are 165,000 searches per month for “kylie jenner instagram”
7. 51% of Instagram users access the platform daily, and 35% say they look at the platform several times per day.
8. 95 million photos and videos are shared on Instagram per day.
9. Over 40 billion photos and videos have been shared on the Instagram platform since its conception.

Instagram Business Statistics

1. There are 8 million registered businesses using Instagram business profiles.
2. Instagram has 1 million monthly active advertisers—up from just 200,000 in March 2016.
3. 60% of the top brands on Instagram use the same filter for every post.
4. In March 2017, over 120 million Instagrammers visited a website, got directions, called, emailed, or direct messaged to learn about a business based on an Instagram ad.

Instagram Advertising Statistics

5. Instagram is estimated to have brought in $1.53 billion in global mobile ad revenue in 2016, which is a 144 percent increase year-over-year and would amount to 8.4 percent of Facebook’s global mobile ad revenue according to International Business Times.
6. eMarketer projects that Instagram’s global mobile ad revenues will reach $2.81 billion this year, accounting for over 10 percent of parent company Facebook’s global ad revenues.
7. This year, 70.7% of U.S. companies will use Instagram for marketing, edging out Twitter for the first time.
8. 50% of Instagram users follow at least one business.
9. 60% of users say that they have learned about a product or service on the platform.

Instagram Content Statistics

1. 100 million users use the “stories” feature daily.
2. Instagram posts with at least one hashtag average 12.6% more engagement than those without.

Instagram Advertising Statistics

3. The best time to post on Instagram for the most engagement is at 5 PM on Wednesdays.
4. As of December 2016, there were over 282 million selfies on Instagram.
5. The most used emoji is the heart ❤
6. 23.4% of Instagrammers report having been cyberbullied on the platform.
7. Pizza is the most widely Instagrammed food, directly ahead of steak and sushi.
8. The most popular filters are Clarendon, Gingham and Juno/Lark.

Know any important Instagram statistics that we missed? Let us know!

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From Local SEO for Brick and Mortar Businesses Guide – FREE PDF

Have you been struggling with how to use SEO (search engine optimization), one of the most effective digital marketing strategies, for your brick and mortar business locations? Let’s talk about local SEO, how you can make your business rank higher in local search results, and the free Local SEO for Brick and Mortar Businesses Guide below that teaches you how to do it.

Local SEO for Brick and Mortar Business Guide – Free Download Below

There is so much talk about search engine optimization for small businesses, but a lot of the chatter revolves around optimizing the web pages of businesses with a strong online presence who can sell a product or service online. What you really need to know are the things you can do on your website (on-page) and online (off-page) to make your business show up when people in your area are looking for businesses like yours.

Brick and Mortar Businesses Need Specialized Local SEO

When your business relies on local customers to be successful, general SEO just isn’t enough. Local SEO for brick and mortar businesses focuses on proven search engine optimization tactics that put your business at the top of local search results for people in your geographic area.  These local searches are performed by customers looking to make a purchase soon, most of them the same day.

local seo checklist stats

A dentist in Colorado Springs, for example, with a dental clinic that serves just the surrounding area should have an SEO strategy as part of their marketing plan just like every other business.  But with no service or product that can be sold and delivered from an online transaction, their SEO strategy needs to be focused specifically on local search results.  

A local dentist won’t rank on the first three pages of search results (which is the furthest anyone will look) for any meaningful keywords competing against every dentist in the country.  And if he somehow ranked first page in global search results, what good is it if someone a thousand miles away saw his clinic on the first page of search results because of a blog post on veneers?  That is why brick and mortar businesses need specialized local SEO  to rank high in the local searches that bring in new customers.

The Local SEO for Brick and Mortar Businesses Guide

The Local SEO for Brick and Mortar Businesses Guide is a free PDF booklet you can download to learn the On-page and Off-page SEO tactics that get your business to the top of local search results.  Many of the things you need to do as part of your local SEO strategy are small tasks that will have a huge impact.  And if you are new to SEO or want to understand more about the “why” behind this strategy, then the Local SEO for Brick and Mortar Businesses Guide also includes resources to help you understand how everything works together and get things done easier and faster.

Mastering local SEO involves executing a handful of On-page and Off-page SEO tasks that optimize your website for long-term local search visibility.   When done right, it helps search engines and search users find, sort and prioritize your most important information such as location, services, and benefits. Get started TODAY with the Local SEO for Brick and Mortar Businesses Guide.

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Zach_Color_Trans_small_CroppedAbout The Author

Zach Anderson is the co-founder of Reputation Loop (helping small businesses grow by generating customer feedback and online reviews) who loves online marketing and golf.

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10 Powerful Tips for Better Travel Marketing This Year

Want to get away? If so, you aren’t alone. Spring is the time of year when many people start researching and booking their summer travel plans.

travel marketing tips

People are already searching for cheap travel deals, family vacation ideas, flights, hotels, or their favorite theme park or cruise line. And advertisers are ready:

travels ads google

Competition will be higher than ever this year, with consumers expected to spend $381 billion on leisure travel in 2017. So how can you win over consumers?

Here are 10 ideas to improve your travel marketing strategy using PPC this year.

1. Travel Search Stats: A 30,000-Foot View

According to Google research, 55 percent of leisure travelers go on just one or two trips a year. But they do a lot of research before booking those trips.

travel marketing stats

Every month, millions of people are searching using a variety of travel keywords. As Bing research found during a recent six-month period:

  • 33 million people searched for airline tickets or reservations.
  • 29 million people searched for hotel or motel reservations.
  • 16 million people searched for vacation packages.
  • 14 million people searched for car rentals.
  • 10 million people searched for cruises.

And many of those people are buying:

  • 24 million people bought airline tickets or reservations.
  • 22 million people booked hotel or motel reservations.
  • 11 million people rented a car.
  • 6 million people bought a vacation package.
  • 3 million people booked a cruise.

Travel Marketing Tip: Many travel consumers plan far ahead. Make sure you have offers that appeal to people who are ready to book long before they travel, as well as last-minute travelers.

2. Understand the Traveling Customer’s Journey

Wouldn’t it be great if someone did a search, saw your paid search ad, clicked, and immediately converted? Unfortunately, today’s customer journey is often far more complex.

In fact, as detailed by Think With Google, one person can have hundreds of interactions with brands while researching their travel. In one case, a woman named Amy did 34 searches, watched five videos, and visited 380 web pages while researching her trip to Disney World.

mobile travel marketing

Google identified four key moments where you need to win over travelers:

  • Dreaming: People who are thinking about traveling are doing searches to find ideas and inspiration – where to go and what to do.
  • Organizing: People are deep in consideration mode, deciding which hotel or airline to book, based on details like location, cost, and timing.
  • Booking: People have made their decision and make their reservations.
  • Experiencing: People are searching for things to do and new places to visit near them on their trip.

Travel Marketing Tip: People are thinking about and researching trips all the time. Think about all the key moments that you can influence during the customer’s journey that will ultimately lead to a conversion.

3. Define Your Target Audience

The demographics of the customers you want to reach should be your first consideration. Who are they?

For example, we know from the same Bing travel industry research that women conduct 68 percent of [family vacation ideas] searches and account for 69 percent of clicks. In fact, women account for 59 percent of all travel-related searches and 62 percent of clicks.

travel marketing demographics

Bing also broke down the percentage of family travel searches by age group:

  • Age 35 to 49: 41 percent
  • Age 50 to 64: 31 percent
  • Age 25 to 34: 16 percent

Based on this research, if your target market is family travel, we know that we want to primarily target women between the ages of 35 to 49. Your demographics will vary, obviously, depending on your goals and target audience.

Travel Marketing Tip: Write from the perspective of buyer personas to create emotional ads that speak to your target market to get more people to click and convert.

4. Give Them What They Want

Once you know who you’re targeting, it’s time to focus on what this audience wants.

For example, the biggest [vacation ideas] search trends, according to Bing’s research, include all-inclusive resorts, family-friendly vacations, and cheap vacations.

Here are more trending searches in this space:

travel marketing keywords

Our persona is continuing to take shape. We know she is between the ages of 35 to 49 and wants to find ideas for a cheap summer family vacation.

Travel Marketing Tip: Make sure your offer clearly tells people that you have what they want or need for their trip. That could mean tailoring your messaging for people who need affordable deals, want an all-inclusive resort, or are seeking outdoor activities.

5. Get Them Where They Want to Go

Summer is a great time to go on road trips and cruises, head to national and state parks or amusement and theme parks, or visit international destinations.


Via New Old Stock

Where are the 42 percent of Americans who plan to take a vacation this year planning to go? AAA identified a few key travel trends.

For one, people will be heading to beaches and other warm weather destinations. Popular destinations in the U.S., according to AAA:

  • Orlando, Florida
  • Fort Lauderdale, Florida
  • Anaheim, California
  • Miami, Florida
  • Las Vegas, Nevada

People will also be leaving the U.S. Here are the hottest international destinations this year, according to AAA:

  • Rome, Italy
  • Montego Bay, Jamaica
  • London, England
  • Nassau, Bahamas
  • Punta Cana, Dominican Republic

Canada is another popular travel destination this year, along with Ireland and Iceland.

Travel Marketing Tip: Now we’re past the ideas and inspiration stage. People know where they want to go, which means they have higher purchase intent. So get them there – push your hard offers and deals.

6. Pay Attention to How People Search for Travel

People are switching between mobile and desktop. In general, most mobile travel searchers are looking for ideas and to compare prices, while the majority of desktop travel searchers are ready (or nearly ready) to purchase or book a reservation.

Although people are primarily searching for travel on mobile, Google’s research found that 75 percent of travelers ended up purchasing on a desktop or laptop. (A different Google study said 90 percent of bookings happen on desktop.) Nearly two-thirds of people double-check flight prices and half double-check hotel prices on a computer after shopping on a smartphone.

mobile travel searches

Travel Marketing Tip: Target your campaigns for the right audience on the right device. Your mobile ad copy should inspire travelers and generate demand, which you can later convert via your offers on desktop.

7. Reach Travelers at the Right Time

Now is the best time to start winning the hearts, minds, and wallets of consumers. Specifically: spring time.

Search volume for [vacation ideas] peaks in April, according to Bing’s travel research. But search demand varies depending on where people want to head for their travel:

  • Cruises: Search demand peaks in January
  • Beaches: People visit beaches year-round, but search demand is highest during the winter months through spring.
  • Theme parks: Search demand is strongest in the winter and peaks in July.
  • National and state parks: Search demand is highest in the spring, peaking in June.

cruise travel keyword searches

Travel Marketing Tip: Make sure you have a strategy that keeps you visible during your most valuable season. If consumers don’t know you or can’t easily find you, they can’t buy from you.

8. Embrace Facebook Ads

Search ads are great for harvesting existing demand. But you can also create new demand, using Facebook ads.

Here’s how it works on Facebook, according to WordStream founder Larry Kim:

  • Promote: Your brand promotes inspirational and memorable content designed with your target audience in mind.
  • Bias: People see the Facebook ad, but don’t necessarily take action right away. However, they do become biased.
  • Win: When people have a need that your product/service can solve, people will either do a branded search for you, or they’ll do a non-branded search – but because they’ve heard of you, they’re more likely to click on your organic search result or PPC ad (and convert).

travel industry rlsa tips

Travel Marketing Tip: Use Facebook ads now to drive interest and generate the brand affinity you’ll need later to drive more searches, more clicks, and higher conversion rates.

9. Bid On Your Brand Terms

Bidding on your brand terms means more clicks for you and fewer clicks on your competitors. Even if you have great organic search visibility, there’s a chance that people could click on and buy from your competitor if you aren’t running PPC ads.

You can see up to a 44 percent lift in incremental paid and organic clicks when you bid on your own brand terms. Bing Ads goes into this in detail in its Brand Term Bidding study.

Brand terms are incredibly important for theme parks and cruise lines, as the Bing travel study pointed out. Check out the top branded searches for theme parks:

branded travel searches

And for cruises:

keyword research for travel marketing

Travel Marketing Tip: It was previously suggested in 5 Data-Driven Travel Marketing Tips here on the WordStream blog, and it’s worth repeating: Bid aggressively on brand terms to make sure you maximize your visibility in the SERPs.

10. Close the Loop with Remarketing

If we know a customer’s journey can include dozens of searches and visits to hundreds of web pages, then remarketing can be your most valuable weapon. Remarketing ensures that one interaction someone has with your brand isn’t the only interaction.

As WordStream has shown in the past, remarketing is incredibly valuable.

People who know and like your brand will be more receptive to your future messaging, and they’re also more likely to convert. Conversion rates are 2x-3x higher for repeat visitors than first-time visitors:

travel marketing conversion rates

Travel Marketing Tip: The travel purchase cycle can be a long and winding road. Use remarketing to make sure consumers can always find their way back to you!

About the author

Danny Goodwin is an editor and writer. In addition to editing for Search Engine Watch and Search Engine Journal, he has been writing about SEO, PPC, content marketing, social media marketing, and the search industry for more than 10 years. Follow him on Twitter and LinkedIn.

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The 10 Best Facebook Advertising Features Right Now

Facebook advertising: We now know it bolsters the reach of your organic posts, and using the planet’s most ubiquitous social media platform to drive leads or sales also has its perks.

Engaging ad formats. An unrivaled suite of targeting options. Enough campaign types to help you achieve virtually any marketing objective.

They all add up to one thing: massive advertising opportunity for businesses of all sizes.

 top ten facebook advertising features

This is not a hot take: it’s consensus. Facebook’s 1.8 billion users spend about an hour per day bouncing between Facebook, Messenger, and Instagram. Whether you sell shoelaces or legal services, there are people using the platform who might someday become your customers. IF they know you exist.

Luckily, Facebook makes it relatively simple to a) identify your ideal audiences and b) incite conversions through aesthetically pleasing ads.

With that said, here are the top 10 Facebook advertising features you need to be using if you want to reach your future customers today.

#1: Carousel Ads

Visual content and storytelling are the flavors of the month, and Facebook has found a way to combine both two elements with Carousel Ads. Think of them as the twisty soft-serve of digital marketing.

You can use Carousel Ads to explain the features of a product you sell (or an entire collection), showcase your brand’s USP, or highlight a promotion you’re running.

Using this Facebook ad type, you can leverage:

  • Up to 10 images or videos
  • Headlines (for each image/video)
  • Links
  • A Call to Action

facebook carousel ads

Check out this example from Target. The retail giant encouraged people to scroll through its Carousel Ads to preview a new colorful range of products: all of which can be purchased online or at your local Target. I especially dig the way the model appears to walk between the frames of the video; Facebook describes this as “immersive panoramic.” I’d simply call it a kick-ass way to stand out from the competition.

Show off your creativity, highlight what makes your brad unique, and boost engagement metrics: what’s not to love?

#2: The Facebook Pixel

There are a handful of certainties in life. Death. Taxes. The Patriots winning the Super Bowl. Oh, and if you’re not using the Facebook pixel, you’re wasting your time.

Folks, you need to use the Facebook pixel. It’s how you measure conversions, optimize your ads and targeting, and gain insights about the Facebook users who visit your website.

 facebook advertising conversion pixel

Without it, you can’t make use of Facebook’s insane remarketing and lookalike audience features. You may as well be lighting wads of cash on fire.

To use implement the Facebook pixel, simply go to Ads Manager, create a pixel, name it, create it, copy the code onto your web pages to start tracking actions, and you’re done.

Now, you can track the actions people take, such as viewing your content, adding items to their shopping cart, or making a purchase, and use those insights to move prospects down the funnel and discover (then advertise to) users who share traits with your existing customers.

For more about the Facebook pixel, you can read the illustrious Brett McHale’s awesome post here on the WordStream blog, The Ultimate Guide to Tracking, Targeting, and Driving Conversions on Facebook.

#3: Website Conversion Campaigns

Once you’ve implemented your Facebook pixel, it’s time to start running Website Conversion campaigns.

The objective of a Website Conversion campaign is self-evident: get people to take a specific on-site (or in-app) action after viewing your ad.

 website conversion campaign

“Action” can be defined as, well, almost anything. It could mean driving people to your website (or a specific page), someone adding an item to a shopping cart, a visitor completing a purchase, or some custom parameter you’ve established a means by which to measure the value of an action taken on your website.

Important note: to use Website Conversion campaigns, an ad must meet a minimum threshold of 15 to 25 conversions during the conversion window you specify; if you don’t usually see 15-25 conversions in a week, consider optimizing for impressions or reach instead.

#4: Behavior Targeting

You want to target the people who are interested in your stuff. Duh!

Facebook’s behavior targeting is all about reaching people based on past purchase behavior, purchase intent, device usage, travel preferences, and other behavioral characteristics.

WordStream’s Facebook ad targeting options infographic compiled all of the behaviors you can target on Facebook. Here they are:

 facebook advertising behavioral targeting

Facebook has collected oodles of user-behavior data, and any data Facebook can’t track itself is obtained from its third-party data partners.

Use behavioral targeting to ensure that you get in front of the right audience segments at the right time.

#5: Interest Targeting

In the same vein, interest targeting allows you to reach your target audience based on the things they’re interested in (not very subtle, that Zuckerberg fella). This could be activities, hobbies, the pages they have liked, or a host of other things.

WordStream also compiled all of the possible interests you can target on Facebook in that same infographic. Here those are:

facebook advertsing interest targeting 

Facebook has collected its data on interests from:

  • Information users provide in their profile updates
  • Content they share
  • Keywords related to pages
  • Apps someone has used and liked
  • Ads they’ve clicked on in the past

Facebook will suggest interests in the ad tool, or you can search or browse for interests by yourself.

Use interest targeting to ensure that you get in front of the people who are likely to be interested in your product or service.

#6: Demographic Targeting

Facebook also offers some impressive demographic targeting options for advertisers. Look for yourself:

facebook advertising demographic targeting 

Location, age, gender, relationship status, education level, work, life events, political affiliation – they’re all here as you’d expect, but they’re just the tip of the iceberg.

Perhaps the most interesting demographic targeting feature available to you on Facebook is the financial option. Being able to ensure that the people who see your ad can afford the products or services you’re selling is a great way to trim wasted ad spend. (If you’re targeting an affluent marketing, check out my post on luxury marketing strategies.)

#7: Custom Audiences

Remarketing is incredibly valuable. This is not news.

People who see your remarketing ads are, on average, twice as likely to convert and three times more likely to engage. In other words, it’s a no-brainer.

facebook advertising custom audiences 

Facebook’s version of remarketing is called Custom Audiences. This gets your ads in front of three groups of people:

  • Website visitors: People who have visited your website or specific pages within a certain period of time. (Another reason you need the Facebook pixel!)
  • Contact lists: People who have shared their email or phone number with your company (e.g., they’ve signed up for your newsletter or attended one of your webinars). You upload this list to Facebook.
  • App users: People who have used your app.

Because these people already know your brand, you’ll want to use Custom Audiences to push your hard offers and to try to force these people to take an action. That could mean signing up for something, downloading an eBook, or booking a consultation.

Want to learn more? Check out our Ridiculously Awesome Guide to Facebook Remarketing.

#8: Engagement Ads on Wall Posts

Who’s more valuable to your business than the people who are the most likely to engage with your post?

That’s what I thought.

Facebook allows you to reach the people who react, comment, or share your stuff with Engagement Ads. 

facebook advertising wall engagement ads 

Wanna see those Facebook ad benchmarks?! They’re right here

Now, you must understand that these people are just a small-ish subset of your entire Facebook audience. Usually 10 percent of your followers account for 80 percent of all your engagement.

A lack of customer interaction may look funny to potential customers when they’re checking you out. Really, it’s probably just because only 5 percent of your followers will ever see your organic posts thanks to Facebook’s algorithm.

But by spending no more than $25 on engagement ads, you’ll reach your super fans. They’ll react and comment on your posts.

You’ll look amazing. And you just might win over those people who visit your page and discover an awesome, engaging business.

#9: Video Ads

Users watch 100 million of video on Facebook every day. Video isn’t just the future of Facebook – it’s huge right now.

You want to create memorable and inspirational videos so that people remember you when they’re in the market for your products or services. Video ads help bias people toward purchasing from your brand.

Oh, and the best part? Video ads are incredibly cheap. Views can cost you as little as a penny.

Now, if you don’t think your audience will be willing to engage with full length videos, consider leveraging the power of Facebook GIF ads: they’re just as dynamic, but infinitely more digestible.

facebook video ads 

Check out The Complete Guide to Facebook Video Ads for more on how to create an optimize your movin’ pictures.

#10: Lead Ads

Last but definitely not least, Lead Ads are super cheap and insanely effective (oh, and before I forget, lead ads are now available over on LinkedIn, too). This type of ad is great solution if you want prospects to:

  • Sign up for your company’s email newsletter.
  • Claim deals or discounts.
  • Receive price estimates.
  • Request a follow-up phone call.
  • Make appointments.

 facebook lead ads

Thanks to Lead Ads, people never leave Facebook to become a lead, eliminating an entire stage (the site visit) from your conversion funnel.

The worst thing you can do is send people to a painfully slow and needlessly complicated mobile landing page, where the odds of conversion are around 2.35 percent. People using smartphones don’t want to type in a bunch of information. They want solutions to their problems NOW.

Use Lead Ads to make it easy for you to acquire potential customers’ valuable contact information.  If you’re interested in creating your own, check out our guide to making high-converting Facebook lead ads.

About the Author

Allen Finn is a content marketing specialist and the reigning fantasy football champion at WordStream. He enjoys couth menswear, dank eats, and the dulcet tones of the Wu-Tang Clan. If you know what’s good for you, you’ll follow him on LinkedIn and Twitter.

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10 Spring Holidays Your Automotive Business Can Celebrate on Social Media

When you run an automotive business, your customers typically come to you when something has gone wrong with their vehicle. These are typically not the …

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23 Facts to Pull Out When Someone Says Content Marketing Doesn’t Work

There are few guarantees in life beyond death and taxes, but one thing’s for certain – some people love to dunk on good ideas.

 Content marketing stats

Case in point, content marketing. Despite being a reliable, proven way to drive traffic to your site and increase leads and sales, some people just can’t help but talk smack about content. It’s too hard, it doesn’t work, there’s no point – all favored arguments of the content marketing naysayer.

Shame they’re all false.

Next time somebody says content marketing is a waste of time, why not pull out one of these 23 content marketing stats and facts to prove them wrong? You might change their mind – but if not, at least you’ll have the satisfaction of putting them in their place, and who doesn’t love that?

1. Content marketing is incredibly cost-effective and offers amazing ROI. Compared to traditional marketing programs, content marketing costs 62% less and generates approximately three times the volume of leads. (DemandMetric)

2. Content drives conversions like gangbusters. On average, conversion rates are six times higher for companies and brands using content marketing than those that aren’t, at 2.9% vs. 0.5%, respectively. (Aberdeen Group)

3. The biggest brands in the world realize that content is the future. Coca-Cola, for example, spends more money on content creation than it does on television advertising. (Contently)

4. Interactive content is big business – and getting bigger. Of content marketers currently using interactive content (like this interactive timeline of the history of Google AdWords), 75% plan to increase their budgets to produce more interactive content in the coming year. (SnapApp)

5. Marketers are shifting toward longer, more in-depth content. The average length of blog posts is getting longer, with the typical word count of a blog post increasing from 808 words in 2014 to 1,054 words in 2016. (Orbit Media Studios.)

6. Competition in content is fierce – but marketers are meeting the challenge head-on. Almost two thirds of marketers – 60% – produce at least one new content asset every single day. (eMarketer)

7. When it comes to content, longer is better. On average, long-form blog posts generate nine times more leads than short-form posts. (Curata)

Content marketing stats blog post length by industry 

8. It’s how decision-makers prefer to learn about you. 80% of executives and business owners prefer to receive information about a company through articles rather than advertisements. (Stratabeat)

9. All the cool kids are doing it. 88% of B2B marketers in North America use content marketing as part of their wider digital strategies. (Content Marketing Institute/MarketingProfs)

10. Buyers trust content. An overwhelming majority of B2B service and product buyers – 95% – consider content as trustworthy when evaluating a company and its offerings. (DemandGen)

11. Content can help prospective customers at every stage of their journey. Almost half – 48% – of marketers support between three and five of their customers’ purchasing stages with specialized content. (LinkedIn Technology Marketing Community)

Content marketing stats segments 

12. Content compliments traditional sales techniques perfectly. Approximately half of marketers – 49% – are producing content to align closely with various stages of the typical consumer sales cycle to aid sales teams and increase cross-departmental sales enablement. (LookBookHQ

13. Prospects WANT content – especially white papers. Approximately 78% of buyers relied on white papers to make a purchasing decision within the past year. (Curata)

14. Content is becoming crucial to the purchasing process. Nine out of 10 B2B product or service buyers say that online content has had a moderate to major impact on their purchasing decisions. (Lenati)

15. Content is incredibly valuable to many organizations. More than half of marketers – 58%  – said that “original written content” is their most important digital asset, more so than visual assets such as infographics and video content. (Social Media Examiner)

Content marketing stats popular content formats 

16. For many marketers, content remains a primary focus. Approximately 81% of marketers say that they plan to use more original written content in their campaigns in the future. (Ibid.)

17. Content can be amazingly versatile and reusable. Almost 60% of marketers reuse and repurpose content between two and five times. (LookBookHQ)

18. Content has become vital to many companies’ lead generation pipelines. Lead generation, sales, and lead nurturing are the top three organizational objectives for content marketing, at 85%, 84%, and 78%, respectively. (Content Marketing Institute/MarketingProfs)

19. Many companies are turning away from traditional advertising in favor of content. Approximately 28% of marketers say they have reduced their digital advertising budgets in order to produce more content assets. (Gartner)

Content marketing stats Gartner data 

20. Content offers amazing long-term ROI. One in 10 blog posts are “compounding,” meaning that organic search steadily increases traffic to these posts over time. (HubSpot)

21. Exceptional content delivers exceptional results. Compounding blog posts generate 38% of all blog traffic, and one compounding blog post generates as much traffic as SIX regular posts. (Ibid.)

22. Content aligns perfectly with shifts in media consumption habits. Almost three-quarters of marketers – 72% – believe that branded content is significantly more effective than traditional magazine advertisements. (Custom Content Council)

23. Content has become a digital marketing powerhouse. The median annual spend on content marketing in 2015 was $1.75 million, with roughly one in six enterprise-level organizations spending more than $10 million on content annually. (Content Marketing Institute)

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