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Survey on the most important topics for corporate communications in Europe – Image: Xpert.Digital

This statistic shows the results of a survey on the most important topics in corporate communications in Europe. According to the European Communication Monitor 2021, around 38.9 percent of PR experts surveyed said that building and maintaining trust will be one of the most important topics in the next few years.

Which topics in the area of ​​public relations and communication management will become more important in the next three years?

• 38.9% – Building and maintaining trust
• 32.4% – Exploring new ways to create and distribute content
• 31.3% – Sustainable development and corporate social responsibility
• 30.5% – Linking business strategy and communications management
• 27.8% – Strengthen the communication function in supporting decision-making in top management
• 26.8% – speed and volume of information flow
• 24.4% – Digitize communication processes with internal and external stakeholders
• 24.4% – Target more audiences and channels with limited resources
• 22.5% – Use of big data and/or algorithms for the communication function
• 21.7% – Digital Evolution and Social Web
• 19.3% – Improve communication skills

Survey on the most important influencer groups of PR employees in Germany – Image: Xpert.Digital

According to the “news aktuell Trend Report 2019” survey, 86 percent of the employees of press offices and PR agencies surveyed said that journalists were the most important influencer group for them from a professional perspective. Experts and specialists followed at a considerable distance: a total of 58 percent of participants said that this group was particularly important for their work. Employees of the company and company representatives such as CEOs or press spokespersons were each named by more than a third.

Which influencer groups are particularly important for your work?

• 86% – journalists
• 58% – Professionals/Experts
• 39% – employees of their own company
• 37% – company representatives (e.g. CEOs, press spokespersons)
• 24% – Bloggers
• 18% – Social media celebrities (e.g. Instagrammers, YouTubers)

Suitable for:

• Lobbying – a main field and marketing tactic of the public relations industry
• PR (Public Relations) and marketing services
• Agency power – from digital marketing to lobbying!

Developing the credibility of your content from influencers, PR experts and journalists – Image: Xpert.Digital

According to the “news aktuell Trend Report 2019” survey, 84 percent of the influencers surveyed stated that the credibility of their content towards their target group had increased in the last two years. While 71 percent of the participating PR experts said that their content credibility had increased within the period, the proportion of journalists surveyed was 59 percent.

Developing the credibility of your content from influencers, PR experts and journalists in Germany

Influencers

• 84% – Strong or somewhat increased
• 12% – Don’t know
• 4% – Strong or rather decreased

PR experts

• 71% – Strong or somewhat increased
• 22% – Don’t know
• 7% – Strong or somewhat decreased

Journalists

• 59% – Strong or rather increased
• 25% – Don’t know
• 16% – Strong or somewhat decreased

Most popular blog content formats – Image: Xpert.Digital

Blogging: most popular blog content formats. In a 2019 survey of bloggers, 77 percent of respondents said they had published an advice/how-to article within the last 12 months, making how-to articles the most popular blog content format. News and trend articles ranked second, with 49 percent of bloggers surveyed saying they had published content in this segment in the past year.

Suitable for:

• Important for PR and content marketing: emailing – newsletter
• Scope and industry types of PR and content marketing

What content formats have you published in the last 12 months?

• 77% – advice articles
• 49% – News and trends
• 47% – Guides and e-books
• 44% – Opinions
• 41% – Interviews
• 35% – Original research
• 32% – Protected content
• 30% – Infographics
• 29% – Summaries

Blogging: Common media content - Image: Xpert.Digital

A 2019 survey of bloggers found that 26 percent of respondents included video content in their posts. The most popular type of elements included in blog posts are images, as indicated by 93 percent of respondents who included images in their articles.

Blogging: Common media content included

• 93% – Images
• 60% – bullet points
• 57% – Statistics
• 39% – Quotes from contributors
• 26% – Videos
• 7% – Sound/Audio

Leading Types of B2B Videos Used Globally – Image: Xpert.Digital

In 2020, product videos were the most used video type in global B2B communications. How-to's and explainer videos were also a popular choice for B2B video marketing campaigns. Training videos were used by 47 percent of global B2B marketers and social ads by 41 percent of respondents.

Leading types of B2B videos used worldwide, based on analysis of 760,000 videos

• 63% – Product demos
• 51% – Instructions
• 51% – Explainer videos
• 51% – Webinars
• 47% – Training videos
• 41% – Social videos
• 40% – One-to-one videos
• 38% – Customer testimonials
• 32% – Live streams
• 29% – Thought leadership videos
• 29% – Internal communication videos
• 26% – Cultural videos
• 16% – Personalized videos

We provide you with further numerous insights into numbers, data and facts that can help you optimize and expand your marketing:

• Customer Demographics Library – Demographics Knowledge Base (PDF)
• Online Marketing Library (PDF)
• E-Commerce Library – Knowledge Base (PDF)
• Social Media Marketing Library – Knowledge Base (PDF)
• SEO Library – SEM knowledge database (PDF)
• Search Engine Advertising / SEA Library – Search Engine Advertising Knowledge Base (PDF)
• Extended Reality (XR) Library (PDF)

• Content marketing: supreme discipline with obstacles and the most valuable types of content marketing
• The most effective marketing channels for leads, the most effective tactics, the most effective early stage engagements, and the most effective channels to increase conversions
• Marketing strategies and trends
• Personalized customer approach is gold
• Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? To do this, you should ask yourself three questions