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Types of content marketing services – Image: Xpert.Digital

A 2019 survey of advertising and marketing agencies found that among agencies offering comprehensive content marketing services, 87 percent had included editorial services in their portfolio, while this was also true for 61 percent of agencies focusing on specialized content marketing services.

Types of content marketing services offered to customers in the USA

Offer specialized content marketing services

• 61% – Editorial services
• 66% – Brand strategy
• 73% – Graphic design/Images
• 73% – Social Media Marketing/Management
• 76% – Managing email/email campaigns
• 64% – Analytics
• 64% – Web design/web optimization
• 63% – SEO/keyword research
• 51% – Video Production/Marketing
• 45% – Inbound marketing (lead generation/nurturing)

Offering the full range of content marketing services

• 87% – Editorial services
• 83% – Brand strategy
• 81% – Graphic design/Images
• 79% – Social Media Marketing/Management
• 77% – Managing email/email campaigns
• 74% – Analysis
• 74% – Web design/web optimization
• 74% – SEO/keyword research
• 71% – Video Production/Marketing
• 66% – Inbound marketing (lead generation/nurturing)

Content marketing tools and lead generation technologies used – Image: Xpert.Digital

In a survey conducted in April 2018, 16 percent of the marketing professionals surveyed stated that they use content promotion and/or distribution software to support demand/lead generation for their content campaigns, while more than 80 percent stated that they use analytics systems for the same purpose.

77 percent of respondents were in the United States, 6 percent in Great Britain, 3 percent in India and 14 percent in the rest of the world.

Content marketing tools and lead generation technologies used

• 82% – analysis systems (web analytics, dashboards)
• 68% – Content tools for social media (publishing and measurement tools)
• 65% – Email-focused marketing technology
• 60% – Content Management Systems (CMS)
• 57% – Customer Relationship Management (CRM) software
• 48% – Marketing automation platform
• 22% – Content optimization software (personalization, content targeting)
• 16% – Software for content promotion (distribution)
• 8% – Chatbots
• 6% – Customer data platform
• 4% – Artificial Intelligence
• 7% – Other
• 4% – None of the above categories

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The most sought-after skills in content marketing – Image: Xpert.Digital

According to an analysis of job postings related to content marketing in the US in 2020, the most sought-after skill for such positions was strategy, mentioned in 60 percent of the job postings. Social media and SEO followed with 53 percent and 41 percent, respectively.

Based on an analysis of 8,400 job postings on Monster, Indeed, and LinkedIn in the US and the employer requirements mentioned in these postings, the percentage represents the number of mentions of a specific skill in the total number of job postings for content writers, content managers, and content marketers.

What are the most in-demand skills in content marketing?

• 60% strategy
• 53% – Social Media
• 41% – SEO
• 38% – Analysis
• 37% – Email marketing
• 27% – Editorial Staff
• 27% – Metrics
• 20% – Research
• 14% – Blogging
• 12% – Google tools

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Use of content marketing among B2B marketers – Image: Xpert.Digital

A survey of marketers in North America in July 2020 found that 43 percent reported having a documented content marketing strategy. This figure represents an increase compared to previous years, when it was 41 percent in 2019 and 39 percent in 2018.

Use of content marketing among B2B marketers

• 37% – July 2017
• 39% – July 2018
• 41% – July 2019
• 43% – July 2020

Related to this:

• Important for PR and content marketing: Email marketing – newsletters
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B2C content marketing usage worldwide 2020 – Image: Xpert.Digital

In a July 2020 survey of B2C marketers worldwide (though predominantly from the US and Canada), 73 percent of respondents stated they had a content marketing strategy. Of 233 respondents via email survey, mainly from the US and Canada, 66 percent reported having a content marketing strategy.

B2C content marketing usage worldwide 2020

• 42% – Yes, and it is documented
• 31% – Yes, but it's not documented
• 22% – No, but planned within 12 months
• 6% – No, without plans

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

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

• Content marketing: The ultimate 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 for increasing conversions
• Marketing strategies and trends
• Personalized customer communication is gold
• Marketing challenges. Are you new to the company or is your marketing no longer running smoothly? You should ask yourself three questions