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Over half of businesses today use content marketing in some way. And that number is only going to grow, according to the latest survey conducted by The Manifest. The study traces the concepts roots back 300 years, when Benjamin Franklin used Poor Richard’s Almanack to actually promote his brother’s printing business. Content format has evolved…

The Growth of Content Marketing

Over half of businesses today use content marketing in some way. And that number is only going to grow, according to the latest survey conducted by The Manifest. The study traces the concepts roots back 300 years, when Benjamin Franklin used Poor Richard’s Almanack to actually promote his brother’s printing business. Content format has evolved over the years, but the concept has remained the same. Here are some interesting findings from their data:

* “Companies produce a variety of content, but videos (72%), blog posts (69%), and research and original data (60%) are the most popular.”

* “Nearly two-thirds (62%) of companies with more than 5,000 employees publish content daily.”

* Businesses are also publishing a variety of content to appeal to different audiences

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The field is only growing; a recent study by Technavio predicts that the content marketing could be worth nearly $413 billion by 2021.

“In recent years, legacy publishers such as Atlantic Media, The New York Times and Time Inc. have spun off agency-style units that create branded content for clients that mimics editorial,” observed The Marketing Insider in a recent post, “to engage in compelling new ways with their ad-blind customers, major brand marketers turned to them, as well as to their ad firms, to compose everything from native articles to explainer videos to social posts.” However, they noted that many brands are setting up their own editorial shops, poaching journalists and art directors, to create their own on-brand content internally.

This is welcome news for those who began their careers in newspaper publishing and other media. According to this chart from the Bureau of Labor Statistics, the number of jobs in newspapers declined from 457,800 in July 1990 to 183,200 in March 2016. More than 50,000 periodical jobs have also gone away during the same time period.

These are interesting times for those in the “content” field indeed.

Posted by Joel on May 08 2018 • Content Marketing

Print and Paper

imageI recently came across this study extolling the virtues of print and paper in a digital world. Now I’m sure you have to take the results with a grain of salt, seeing that they come from a group called Two Sides, “a global initiative by companies from the graphic communications industry including forestry, pulp, paper, inks and chemicals, pre-press, press, finishing, publishing, printing, envelopes and postal operators.”

Nevertheless, I agree that there is a place for paper in the digital world. The study, conducted last June, drew from polling data gathered from ten countries: Australia, Brazil, France, Germany, Italy, New Zealand, South Africa, Spain, the United Kingdom and the United States. Overall, the survey found that consumers prefer reading in print. In the U.S., readers preferred printed magazines (66 percent), books (62 percent) and even newspapers (61 percent). The survey also found that consumers trust print to privide an environment that allows for deeper understanding of the subject matter. The data also provide trends about online advertising as well as the impact of global digital consumption on health.

Some interesting data quoted directly from the study results:

* The amount of time that consumers spend looking at screens is concerning to them, especially for the youngest age group. 54% believe they spend too much time on electronic devices (65% for 18-24 year olds) and 53% are concerned the overuse of electronic devices could be damaging to their health (62 percent of 18-24 year olds). 36 percent feel they are suffering from “digital overload” (47 percent of 18-24 year olds).

* 74 percent indicated that fake news is a worrying trend: 56% trust the news stories they read in printed newspapers, and only 35% trust the news stories they read on social media.

* 73 percent feel that reading a printed book or magazine is more enjoyable than reading them on an electronic device, followed by newspapers at 65 percent.

Posted by Joel on May 02 2018 • Multimedia