5th Content Marketing Study: Discover the best Methods and Strategies in Latin America and Spain 2019
Posted: Wed Dec 04, 2024 6:27 am
In the 5th edition of the Content Marketing 2019 study, conducted by Genwords , it was revealed that the number of companies using Content Marketing as a strategy to attract leads and increase sales opportunities is increasing.
We carried out this work in collaboration with more than 400 companies from Latin America and Spain, because most of the studies currently documented are in the United States, which represents an information deficit in our region.
For the fifth consecutive year we are conducting this research, and this year we have the participation of 452 respondents who represent various companies in the education, advertising, technology, health, tourism and other industries of various sizes, according to the number of employees.
The study involved the participation of hundreds of freelancers and entrepreneurs, as well as leading companies from various sectors with more than 1,000 employees.
All of these participants answered our questions during the months of October and November 2019, obtaining participation from agencies such as RD Station and HubSpot, but also from companies from various sectors such as Adidas, BBVA, Ernst & Young, among others.
Emanuel Olivier Peralta, Founder and CEO of Genwords, justifies the consolidation of this study with the aim of brands starting to implement effective strategies that connect them with their potential customers, in a natural and assertive way. He adds that:
“Companies must be aware of the evolution of Content Marketing to update their perspectives, optimize their strategies and obtain much more profitable results.”
Group-427320753
Sample and results of the 5th Content Marketing Study 2019
In the sample, a large number of respondents (29.2%) are directors or CEOs of the companies they represent, and a good part correspond to representatives of the Marketing Department (18%).
On the other hand, the largest percentage of the companies surveyed (31.4%) belong to the Marketing and Advertising Agencies sector.
Among the most notable results are:
43.1% of the companies studied have a content strategy; however, they do not have it documented, so only 27% of this sample recognizes the importance and takes the necessary actions to achieve the desired results.
32.7% do not have a team focused on content creation, but they plan to form one .
Lead generation remains the main objective of this marketing effort for companies, increasing its importance by 6 points compared to the study we conducted in 2018.
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There is a general lack of awareness of co-marketing and guestblogging as tactics that are part of Content Marketing to promote content through relationships with other companies.
Social media and videos are at the forefront of promoting content.
59.5% of companies agreed that they produce more content compared to 2018, while only 18.4% say they create the same amount.
Many of the companies surveyed acknowledge that producing quality content is the most difficult part of a content strategy, so outsourcing could be a possible solution .
As for the effectiveness of the tactics that these companies use to launch their Content Marketing strategy, most agree that they have been effective. Ricardo Martínez, Marketing Director of Muebles Lacandona, one of our respondents, mentions:
“So far, Content Marketing strategies have been effective, given that 60% of our sales belong to new clients, and of that percentage, 70% are clients who found us through marketing efforts.”
While Daniella Terreros, LATAM Onboarding Specialist at HubSpot, adds that “Content Marketing is evolving towards the consolidation of a much more assertive communication, based on data and, very importantly, without ceasing to be human.”
To find out what the current investment in Content strategies is in Latin America and Spain , as well as the most used channels that generate the greatest effectiveness, among many more details about this 2019 study,
We carried out this work in collaboration with more than 400 companies from Latin America and Spain, because most of the studies currently documented are in the United States, which represents an information deficit in our region.
For the fifth consecutive year we are conducting this research, and this year we have the participation of 452 respondents who represent various companies in the education, advertising, technology, health, tourism and other industries of various sizes, according to the number of employees.
The study involved the participation of hundreds of freelancers and entrepreneurs, as well as leading companies from various sectors with more than 1,000 employees.
All of these participants answered our questions during the months of October and November 2019, obtaining participation from agencies such as RD Station and HubSpot, but also from companies from various sectors such as Adidas, BBVA, Ernst & Young, among others.
Emanuel Olivier Peralta, Founder and CEO of Genwords, justifies the consolidation of this study with the aim of brands starting to implement effective strategies that connect them with their potential customers, in a natural and assertive way. He adds that:
“Companies must be aware of the evolution of Content Marketing to update their perspectives, optimize their strategies and obtain much more profitable results.”
Group-427320753
Sample and results of the 5th Content Marketing Study 2019
In the sample, a large number of respondents (29.2%) are directors or CEOs of the companies they represent, and a good part correspond to representatives of the Marketing Department (18%).
On the other hand, the largest percentage of the companies surveyed (31.4%) belong to the Marketing and Advertising Agencies sector.
Among the most notable results are:
43.1% of the companies studied have a content strategy; however, they do not have it documented, so only 27% of this sample recognizes the importance and takes the necessary actions to achieve the desired results.
32.7% do not have a team focused on content creation, but they plan to form one .
Lead generation remains the main objective of this marketing effort for companies, increasing its importance by 6 points compared to the study we conducted in 2018.
korea telegram mobile phone number list
There is a general lack of awareness of co-marketing and guestblogging as tactics that are part of Content Marketing to promote content through relationships with other companies.
Social media and videos are at the forefront of promoting content.
59.5% of companies agreed that they produce more content compared to 2018, while only 18.4% say they create the same amount.
Many of the companies surveyed acknowledge that producing quality content is the most difficult part of a content strategy, so outsourcing could be a possible solution .
As for the effectiveness of the tactics that these companies use to launch their Content Marketing strategy, most agree that they have been effective. Ricardo Martínez, Marketing Director of Muebles Lacandona, one of our respondents, mentions:
“So far, Content Marketing strategies have been effective, given that 60% of our sales belong to new clients, and of that percentage, 70% are clients who found us through marketing efforts.”
While Daniella Terreros, LATAM Onboarding Specialist at HubSpot, adds that “Content Marketing is evolving towards the consolidation of a much more assertive communication, based on data and, very importantly, without ceasing to be human.”
To find out what the current investment in Content strategies is in Latin America and Spain , as well as the most used channels that generate the greatest effectiveness, among many more details about this 2019 study,