Marketing used to be simple, or so it seemed. Write a blog. Post a blog. Wait for Google to index the blog. And suddenly your company, your products, and you – were discovered. Anyone could do it, and everyone did. But then everything changed. And whether you know it or not, it's a marketer's dream.
The Performance of Content Today
Over 90% of information processed by the brain is visual, and it's processed 60,000 times faster than text. When it comes to content, only 20% of people will read copy, but 80% of people will watch a video. Yet, everyone was, and sometimes still is, writing blogs - blogs that aren't being digested. 43% of people admit to skimming blog posts, are you still reading?
You might call the way in which content has come to be consumed the Netflix effect. On a Netflix or Spotify-like platform, video and audio is more digestible or "bingeable". Both have showcased the importance of a hub for content and the consumability of series based content. These factors, along with accessibility, have also driven the growth of podcasts.
48 million Americans listen to podcasts, and the number continues to grow each year. The content is easily accessible via both smartphones and computers, and it is a rare form of content in that the medium allows for multi-tasking. Add to it that the retention rate of auditory learning is two times that of reading, and the increasing rate in which brands are creating educational, informative and entertaining podcast shows makes sense.
Marketers now have two content mediums in video and podcasts, that increase the engagement of their audience significantly over previous content types.
The Future of Distribution is Here
From publications and social selling to live broadcasts and video hubs, distribution methods are changing.
Social selling puts distribution in the hands of sales representatives, marketers and C-suite executives, and their close-knit industry networks.
Social selling is a vital platform in engaging these individual's closest networks. 65% of salespeople who use social selling fill their pipeline compared to 47% of reps who do not.
The future of marketing is publishing. Publications help marketers organically reach a larger niche audience, and their industry-based podcasts position guests as thought leaders and experts. A publication like MarketScale allows B2B brands to distribute content, sans advertising.
Growth in these content mediums and distribution methods is only accelerating. As a marketer, how are you incorporating podcasts and publications into your brand and sales strategies today?
Interested in creating video and your own video hub? Or building your brand’s own podcast show? Gain a team of experts, the bandwidth to produce and publish content, and the tools to analyze the ROI of your efforts here.