The top 10 forms of content marketing have been revealed by the State of Content Marketing Survey.
The report – conducted by Zazzle – saw written content hold onto its top spot from last year, with 98% of respondents citing that they use this format in their marketing.
Email marketing took second place with 82% of marketers using it as part of their activity. Organic social took third with 78%, while its paid counterpart took fifth position.
The use of video has been growing. The survey found 72% of marketers are now using video, placing the format in fourth place.
This growth correlates with interactive content, which increased by 6% in comparison with last year, ranking the format seventh.
Similarly, voice search has also seen a rise in popularity with an increase from 3% to 11%, placing it ninth.
In the report, Simon Penson, founder of Zazzle media said: “Voice, augmented reality, the growth of account-based marketing, the changing face of search and the increasing demand for more ‘native advertising all offer opportunity and confusion in equal measure.
“To be the best you must never stop moving and it’s why the results of this survey are so important, giving us all the chance to share learnings and benchmark ourselves against the real world view.”
Top 10 content marketing formats
- Written content
- Email marketing
- Organic social
- Video
- Paid social
- PPC
- Interactive content
- Influencers
- Voice search
- Programmatic.
