83% of marketers believe it is more effective to focus on quality rather than quantity when it comes to content, finds survey
February 2023 - Media and PR
83% of marketers believe it is more effective to focus on quality rather than quantity when it comes to content: A survey of marketers has revealed that less can be more when it comes to content, with 83% of respondents saying they believe it's more effective to create higher quality content even if it means posting less frequently.
The State of Inbound Marketing Trends survey polled 16,000 marketers from countries around the globe (UK, U.S., Australia, Canada, Germany, France and Japan). It also found that videos are the top content marketing media format for the third consecutive year, while short-form video content such as TikToks and Instagram Reels are the most effective type of social media content, the research found.
Top marketing trends of 2022
In 2022 the top five marketing trends were: influencer marketing (34%), followed by mobile-friendly website design (33%), shortform video content (31%), virtual events (31%) and experiential marketing (29%), according to the findings.
When asked about the top marketing channels for organisations in 2022, the research found that social media was the leading channel (44%), followed by website/blog (36%), email marketing (35%) and content marketing (32%). Other channels cited included influencer marketing (30%), SEO marketing (26%) and virtual events (25%).
Top-rated media formats
The top media formats used by marketers were videos (59%), followed by blogs (48%), images (46%), infographics (45%) and case studies (42%), while the most effective type of content used was funny content (80%), followed by interactive content such as pools and games (77%) and authentic, 'behind the scenes' content (68%).
Also cited as the most effective content types was 'relatable content', content that reflects your brand's values (63%), trendy content (such as cultural moments or news stories - 61%), content filled with nostalgia (58%) and educational/informational content (57%).
Looking at how people are engaging with brands and products online, the survey found that Facebook was out in front in terms of social media channels and engagement (28%) followed by YouTube (19%), Twitter (16%), Instagram (15%) and TikTok (9%), with the best time to post content for all platforms (Facebook, YouTube, Twitter, LinkedIn and TikTok) being cited as between 6-9pm, with TikTok users also citing between 3-6pm.
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