A collection of revealing content statistics to shape your content approach.
The 2023 50 Crucial Content Facts Factsheet is here, and we decided to take a read through the document and the accompanying article on Content Science Review, and summarise the key points that really hit home with us.
If you’ve got some time on your hands, then the document is wall to wall information and insight. But if you’re killing the 4 minutes before your next Zoom call then give the below points a glance to set you on a path of content success this year.
According to this year’s fact sheet, about 60% of web traffic is now on mobile. This means that content has to load fast, look good and grab attention to slow down and stop the incessant thumb scrolling.
“The majority of online video is now watched on a smartphone, and mobile is forecast to account for 72% of the growth in spending on online video advertising. “
-Forrester, Mobile Fact Sheet
With everything going mobile, you’ll need to know your 16:9 from your 9:16 and your thumbnails from your end cards in order to keep your video content relevant and watchable.
Podcasts rank high when it comes to content consumption, and if you’re looking to speak to the entirety of Gen-Z, you’ll find them on TikTok - so looking to diversify your content plan this year is a smart move.
It looks like content creation efficiency has taken a hit during the pandemic, with many businesses finding themselves struggling to focus on content vision and to create quality content.
“Fifty-eight percent of CMOs report that their teams lack the capabilities needed to execute on their strategy.”
-Gartner. Content Operations Fact Sheet
Start by really looking at your internal resources - what do they do best? What needs additional support? Find those holes, the places you’re losing efficiency, time, money and then build that bridge between strategy and execution.
If you’re taking the time to think about the content, make the content, and then distribute the content, you also have to make the time to evaluate the content effectiveness.
“We find that when there isn’t a lot of thought to strategy… about 20% of the content is having 80% of the results.”
-Colleen Jones, Interview with MarketMuse. How to Predict and Measure Content Success
You have to align the vision and goals of your content, with the vision and goals of your audience, and then align that with your wider business strategy. By doing this you’ll have a clear grasp of what needs to be achieved, and you’ll be able to quickly see what is hitting the mark and what isn’t in order to make incremental shifts and improvements towards accurate, relevant and useful content.
The pandemic opened up unprecedented communication channels when it comes to online interaction between brands and their audience.
“About 90% of Americans ages 18 to 49 say they buy things online using a smartphone, compared with 69% of adults 50 to 64 and 48% of those 65 and older.”
-Pew Research Center. Mobile Fact Sheet
“Eighty percent of marketers find influencer marketing to be effective. And, 89% say ROI from influencer marketing is comparable to or better than other marketing channels.”
-MediaKix. Influencer Fact Sheet
Never has there been so much discourse happening online, and now is the time for brands to capitalise on this.
Like it or not, the rapid growth of AI based tools to aid content production is happening. Digital disruption through machine learning and personalisation is the future of content, so it makes sense to get on board as early as possible.
“Artificial intelligence is living up to its potential for content. These tools can accelerate creating content at a high level of quality. I think of it as these tools take you to 80% complete, leaving you with about 20% to do…usually final polishing or refinement.”
-Colleen Jones, 4 Content Technology Trends to Watch. Content Science Review
More than half of companies are now finding ways to offer personalised content experiences, driven by consumer demand.
“Nearly 90% say they are more likely to continue shopping on a website that offers a personalized experience, and this includes 96% of Gen Z and 97% of Millennials. Moreover, 84% say personalization influences their purchase choices.”
-Elastic, Content Personalization Fact Sheet
Both AI and personalisation can allow you to create and distribute content using platforms, messaging, visual approach, format, even music, which are all based around their behaviour and preferences. Your audience is online, waiting for the content they want and need.
It doesn’t matter what way you look at it, content has to get smarter. Whether it's making your video mobile, taking it to TikTok, or turning it into a podcast, the first step of any content plan in 2023 has to be looking at your available internal resources and identifying gaps that need to be filled in order to create consistent, relevant content. Then putting measures in place to track the success and effectiveness of everything you make in order to fine tune your messaging and find your audience.
If you're looking for creative ideas, production support or just some advice about how to make your content future proof, take a look through our site for more information.
February 6, 2023