State of Inbound 2016: New data on how people are consuming content.

Posted September 12, 2016 in by

State of Inbound 2016

HubSpot just released its eighth edition of the State of Inbound industry report, and like previous years, it’s packed full of data and insights about the world of inbound marketing.

While there is a lot to dig into from the report, I thought one of the more interesting findings is that marketers’ content priorities don’t align with what consumers want. Marketers are spending more time on creating blogs, e-books and white papers, but consumers say they pay more attention to videos, social posts and news articles.

State of Inbound Report Chart

So, what does this mean for marketers and content producers? It means that we have to be a little more agile and tweak how we’re approaching inbound marketing.

Diversify the content you’re producing.

Blogs and e-books are a great foundational (and necessary) piece of any digital marketing program, but this data also suggests that we should be incorporating more multimedia content—things like videos, webinars, tools and calculators, interactive content, etc. But it’s also important to keep in mind that, more than ever, people are just skimming content. Everything you create should be digestible and easily understood if a reader is just skimming. If you want to make a big impact and keep people’s attention, video is great place to start.

State of Inbound Chart 2

Extend your reach beyond your website.

As consumers are turning to social media, apps and other forms on content consumption, brands need to adjust their marketing strategies to go beyond their own websites, blogs and social media channels. Consumers are no longer getting their information from one source. They get it from news articles, third-party review sites and social media, just to name a few. In fact, HubSpot research shows that there has been a 57 percent increase in the consumption of content on Facebook alone.

Leverage marketing technology to measure what works.

We love when big research reports come out like this, but we also understand that every business and every industry is a little different. We have clients that have seen tremendous success in long-form content and blogs, while others focus on different tactics and channels. The way to find your silver bullet of marketing ideas is to measure, measure, measure. Whether it’s HubSpot, Marketo, Pardot or some other tool, creating a measurement plan is crucial to the success of any marketing you’re doing.

If HubSpot is your tool of choice, be sure to check out our HubSpot 60-Day Launch Plan to help you get started and set your team up for success.

HubSpot Launch Plan

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