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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 the PR experts surveyed stated that building and maintaining trust will be among the most important topics in the coming years.

Which topics in the field of public relations or communications 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 communication management
• 27.8% – Strengthening the communication function to support 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% – Reaching more target groups 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% – Improvement in communication skills

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

According to the “news aktuell Trendreport 2019” survey, 86 percent of employees from press offices and PR agencies stated that journalists were the most important influencer group 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 their own company and company representatives such as CEOs or press officers were each mentioned by more than a third of respondents.

Which influencer groups are particularly important for your work?

• 86% – Journalists
• 58% – Professionals/Experts
• 39% – Employees of the company itself
• 37% – Corporate presenters (e.g. CEOs, press officers)
• 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 their content by influencers, PR experts and journalists – Image: Xpert.Digital

According to the “news aktuell Trendreport 2019” survey, 84 percent of the influencers surveyed stated that the credibility of their content with their target audience had increased in the last two years. While 71 percent of the participating PR experts said that their content credibility had increased within this period, the figure for the journalists surveyed was 59 percent.

Development of the credibility of their content by influencers, PR experts and journalists in Germany

Influencer

• 84% – Increased significantly or rather significantly
• 12% – Don't know
• 4% – Significantly or rather significantly decreased

PR experts

• 71% – Increased significantly or rather significantly
• 22% – Don't know
• 7% – Significantly or rather significantly decreased

journalists

• 59% – Increased significantly or rather significantly
• 25% – Don't know
• 16% – Significantly or rather significantly 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 stated that they had published a how-to article within the previous 12 months, making how-to articles the most popular blog content format. News and trending articles ranked second, with 49 percent of the surveyed bloggers reporting having published content in this segment in the past year.

Suitable for:

• Important for PR and content marketing: Email marketing – newsletters
• 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: Frequently included 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 element in blog posts, however, was images, with 93 percent of respondents reporting that they had included images in their articles.

Blogging: Frequently included media content

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

Leading types of B2B videos used worldwide – Image: Xpert.Digital

In 2020, product videos were the most frequently used video type in global B2B communication. How-to videos 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 the 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% – Livestreams
• 29% – Thought Leader Videos
• 29% – Internal communication videos
• 26% – Culture 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)

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• 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