The Manifest: Over Half of Businesses Post Digital Content Daily


In a new survey on content marketing, The Manifest talked to businesses with over 100 employees. Of the 500 businesses in the survey, about 75% operate in the B2C market and the rest are in the B2B space. Over half, 53%, use content marketing and nearly the same number update their content daily.

Here’s the breakout of exactly how often businesses are coming up with fresh content to put on their sites:

  • Daily 51%
  • Weekly 31%
  • Every other week 7%
  • Monthly 8%
  • Less than monthly 2%

Producing content on a regular basis can be challenging. It’s not surprising to learn that 62% of large companies, those with 5,000 or more employees, post content on a daily basis. These companies have more resources to allocate to this kind of marketing. If you’re selling content development services, think about targeting businesses with 100–500 employees. According to The Manifest’s findings, only 39% of these businesses are creating content on a daily basis.

Businesses also use a variety of formats for content marketing. The most popular are:

  • Videos 72%
  • Blog posts 69%
  • Research/​data 60%
  • Infographics 56%
  • Product review 54%
  • Interviews 50%

Many businesses find that different types of content connect with specific audiences. While some customers appreciate watching how-​to videos, others just want a quick bit of information. For them, an infographic might be perfect. Potential customers also like to see original research and data which shows that the company is an expert in the field.

This year, businesses are committed to improving their content marketing. Specifically, they envision:

  • Creating more original content 22%
  • Creating more visual content 22%
  • Optimizing content across devices 18%
  • Increasing search engine visibility 13%

With so many businesses emphasizing content development in 2018, digital marketing services providers have a great opportunity to increase sales. Use the Digital Audit tool in AdMall from SalesFuel to review the kinds of content marketing that resonates with your prospect’s target audience. Then sell them a package that features the most effective content.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.