Marketers to Position Featured Articles as Leading Content Strategy

The buzz about content marketing continues to increase as enterprises realize they can use this media format to attract attention whitepaperand to improve their reputations. Nimble marketers are growing more savvy as they develop various forms of content. A new report by CopyPress reveals which tools are yielding the best ROI investment results for marketers.

CopyPress studied the experiences and opinions of nearly 300 marketing professionals who work with content.  When determining ROI, researchers considered both the expense and difficulty of creating the content as well as the level of interest the content generated.  The surveyed professionals said the following formats deliver the best ROI:

  • Featured articles 62.2%
  • Video 51.9%
  • White papers 45.6%
  • Photos 37.8%
  • Interactive media 36%
  • Sales copy 29.7%
  • Infographics 27.9%
  • Buyers guides 21.6%
  • Illustrations 17%
  • Motion graphics 11.3%

White papers have been around for a while now and in this study, researchers queried marketers about authorship. White papers can be produced anonymously and promote a brand name or they can be featured articles that promote the name of high-​profile professionals. At least 65% of marketers in the CopyPress study believe that authorship can increase the validity of a white paper and therefore the value of the content marketing strategy.  In addition, while over half of marketers say video delivers a great ROI, they also thought it was overpriced and difficult to  deliver.

This year, 34.8% of these marketers are giving content marketing top priority in their online strategies. This compares to 24.7% for social media and 14.6% for SEO. About 20.5% are spending between $2,000 and $4,999 a month on content marketing while 18.5% spend $10,000 or more each month.

Have you increased your content marketing budget this year? If so, are  you spending more to develop authored white papers or do  you favor a another type of content?

[Source: State of Content Marketing. Copypress​.com. 2013. Web. 22 Mar. 2013] 
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.