They say that the tasks they have found most difficult with regard to their content strategies are: measuring effectiveness, constant content production, and engagement.
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Future of Content Marketing
The future outlook for Content Marketing is positive, as 52% of the companies studied show the intention to increase their budgets for these marketing actions next year.
“2016 was undoubtedly an excellent year for Content Marketing in our region, as there was a notable increase in interest and investment by companies in the field,” said Emanuel Olivier Peralta, CEO of Genwords.
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The objectives that are projected as the most important for those surveyed are: branding , lead generation and engagement .
The goals they use to measure their results in Content Marketing were reflected as follows: 21.3% web traffic, 14.5% customer feedback , 14.4% conversion rate, 13.4% inbound links, 11.6% lead quality , 8.1% site visit time, 7.7% SEO ranking, 5.3% sales and 3.6% quantitative prospecting.
59% of respondents have as their main Content Marketing goals the creation of higher quality content, more visual content and website organization .
Among the biggest challenges, apart from the constant creation of good content, are also brazil mobile number list the measurement of ROI along with the creation and use of audiovisual material.
These resources have proven to be the most effective in capturing the attention, attracting and retaining the target audience.
As a major conclusion of the 2nd Content Marketing Study of Latin America and Spain, we can say that 2016 was a good year for this form of marketing.
Even those companies that were unsure about investing in their content strategies have understood the importance of studying Content Marketing to convert readers into leads , contacts into customers and finally into loyal followers.
The challenges continue in 2017 with a view to continuing to exploit creativity in favor of better and more effective content offerings aimed at specific achievements.
Diego Pineda Castro, Online Marketing Manager at Lamudi, acknowledges that "Content Marketing of the future will consist of creating real value for the brands' clients (potential and established). It is not just about writing to rank on Google; it seems that today brands continue to think only about SEO."
Latin American organizations must continue working to ensure that Content Marketing strategies are addressed with increasing organization and specialization in their teams.