With Content Marketing World 2016 recently passed, content marketing (and possibly cocktails) are fresh on the minds of many marketers. As we saw both at the event and in the research around it, content marketing continues grow in terms of adoption, budget, and scale of efforts. Content marketers are being pushes to create a wider assortment of higher quality content.
The content “menu” isn’t the only factor that determines the success of content marketing, though. Content marketers need great “ingredients” – research, writing, design, user experience, etc. – as well. And, of course, these ingredients need to be combined correctly through proper processes and governance.
When you step back, the whole process begins to look a bit like bartending. You have a menu of specific offerings, created through precise combinations of ingredients, and served based on your customers’ demands. Just like alcohol, there’s some content that’s top-shelf and there’s some content that deserves be sold in a plastic bottle.
This week’s infographic fleshes out this analogy. It comes to us from JBH. The infographic compares various content formats to their cocktail equivalent, adding statistics and advice for each format – just the thing to keep your audience coming back.
Some key points from the infographic include:
- 67% of marketers have success with blog posts and articles.
- Video will be responsible for 79% of all consumer web traffic by 2018.
- White papers are the #1 content format for B2B buyers researching a purchase decision.
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Let us know what you think:
- Do you agree with the comparison between content marketing and bartending?
- Which content marketing “drink” is your favorite?
- Would you add any additional formats to the menu?