At this point, the importance of content marketing as an indispensable element in creating a powerful online presence and brand image is undeniable, as well as becoming a point of reference for those users who are eager for information regarding our niche market. For this same reason, brands, more and more, are betting on content marketing integrated into their marketing strategies.

On the other hand, we are aware that the traditional marketing model based on advertising is obsolete, and that, in addition to new advertising formats, content marketing often performs an advertising function, for example, in figure of the copywriter.

We must consider the multiple benefits of content marketing for companies, for example, that is a way to mitigate the risks. Content Marketing develops trust in the customer because the brand provides information, a priori correct and contrasted, that helps the user to make the right decision in the purchase process when purchasing the product or service, which reduces risk for customers.

In addition, it is a way to generate leads, as it is very positive to generate traffic to our page, as well as the quality content educates and informs our potential and de facto client, which, on the other hand, generates a significant amount of interactions through different campaigns.

According to data provided by Marketo, the tactics and tools most commonly used by companies in this sense are, with 79%, Social Media, excluding blogs, while the publication of articles is used by 78% of companies analyzed. It is still a large 62% that relies on the events in which we are present, while newsletters stand as a fundamental tool for 61% of brands.

Blogs, surprisingly, are only used by 51% as a tool for content marketing strategies, despite the great possibilities it offers, and 41% blindly rely on the generation of content through videos on platforms such as YouTube.

But companies do not rely on a single tactic to generate content, since, according to Content Marketing Institute and Profs, companies with more than 1,000 employees use an average of nine of these tactics, while those with fewer than ten employees, only six, a very small difference if we take into account the volume of personnel of each one of them.

The main objectives pursued by companies in the use of content marketing are, for 36% of brands, produce content that can generate an engagement with users, while 21% focuses on producing abundant content.

Obviously, this content is born to be broadcast, and 55% of the brands use Twitter for this purpose, 54% prefer Facebook, 51% LinkedIn, 38% YouTube video platform and 8% other platforms.

These data show that companies and brands increasingly prefer to generate interesting content to reach their target audience rather than investing in expensive advertising campaigns through other traditional media.