But first, let's briefly explain what this report consists of:
Posted: Sun Dec 22, 2024 5:19 am
Hubspot's 2020 Global Marketing Report is out now . In this article, we'll be analyzing its results in terms of: content marketing, social media marketing strategies, advertising, and SEO.
We know that we cannot predict all the changes that will occur in the coming years within the world of digital marketing , but we can know what is happening today and discover which strategies are paying off.
For this reason, we invite you to learn about the marketing actions that most marketing specialists are currently carrying out, their importance for the growth of the companies they work for, how the effectiveness of the strategies is being measured, among other variables.
What is the Hubspot Global Marketing Report?
For 5 years, Hubspot has used its global network of digital marketing agencies ( Hubspot partners) to interview thousands of marketing and sales specialists about the strategies they implement with their clients, especially those related to the inbound marketing methodology .
As a result, Hubspot has published reports known as “The State of Inbound” with global data and also classified by region. For example, here you can see the analysis we did on the State of Inbound Marketing in Latin America in 2018 .
Specifically for 2020, Hubspot took on the task of creating a much more comprehensive State of Marketing Report , which takes into account the opinions of marketing specialists working in companies from different parts of the world.
The Hubspot 2020 Global Marketing Report is the result of a process in which more than 3,400 marketers were surveyed online to find out how they are implementing digital marketing strategies within the companies they work for.
The research was conducted during the months of January and February 2020 with companies located in the following countries: United States, Canada, Mexico, Brazil, United Kingdom, Germany, France, Spain, Australia, New Zealand, Indonesia, Singapore, Japan, India, Austria and Sweden.
The companies that took part in the research are part of sectors such as: agriculture, business, chemistry, construction, marketing, education, e-commerce, NGOs, electronics, among others.
Content marketing
Content marketing involves creating, designing and distributing information that is valuable to a specific market segment, or buyer personas, according to each of the stages of their buyer's journey.
It is mainly implemented in corporate blogs and serves to achieve organic web positioning (SEO).
Investment in content marketing in 2019
70% of marketers surveyed at the end of 2019 answered “YES” to the question: Does your company actively invest in content marketing?
Importance of content marketing
Regarding the level of importance of content marketing , more than 60% of people responded that it is “very important” and “extremely important” within their digital marketing strategies .
global-marketing-report-2020-hubspot-importance-of-content-marketing
Content Marketing Investment for 2020
In order to find out what the expectations were for content marketing in 2020 , Hubspot asked respondents if they planned to increase the investment allocated to this strategy during this year.
On 24.26 he replied yes.
34.86% said they are not sure.
40.88% indicated that they would not do so.
In this sense, even though content marketing is considered a very important strategy, most marketers do not plan to increase their budget for 2020.
global-marketing-report-2020-hubspot-content-marketing-investment
Metrics used to measure the success of content marketing
In relation to how marketers are measuring the success of their content marketing strategies , the report found that:
16% do so through the number of leads generated.
24% do so through the number of sales obtained.
19% measure success by the amount of web traffic achieved.
15% do so through engagement generated from other websites.
13% said that their success metric is the SEO positioning of the content.
4% stated that website authority level was their primary metric.
global-marketing-report-2020-hubspot-content-marketing-metrics
There are 9% of results that are not specified in the graph. telegram free number philippines However, its visualization allows us to affirm that most marketing specialists measure the success of their content marketing through the number of total sales obtained .
Likewise, its main purpose when implementing this strategy is to direct leads to your sales funnel.
Number of audiences segmented when creating content
The following graph shows us that the majority of marketers (35%) are creating content for multiple types of consumers, specifically 3 audiences.
global-marketing-report-2020-hubspot-audiences-content-marketing
The most used formats to deliver content to audiences
Videos are positioned as the most used format for sharing content on digital platforms.
In second place are blogs, followed by ebooks, infographics and success stories.
global-marketing-report-2020-hubspot-content-marketing-format
Favorite platforms for sharing content
Facebook is the main channel where companies distribute content as part of their content marketing strategies . Next in line are websites (corporate blogs), Instagram, YouTube and LinkedIn.
We know that we cannot predict all the changes that will occur in the coming years within the world of digital marketing , but we can know what is happening today and discover which strategies are paying off.
For this reason, we invite you to learn about the marketing actions that most marketing specialists are currently carrying out, their importance for the growth of the companies they work for, how the effectiveness of the strategies is being measured, among other variables.
What is the Hubspot Global Marketing Report?
For 5 years, Hubspot has used its global network of digital marketing agencies ( Hubspot partners) to interview thousands of marketing and sales specialists about the strategies they implement with their clients, especially those related to the inbound marketing methodology .
As a result, Hubspot has published reports known as “The State of Inbound” with global data and also classified by region. For example, here you can see the analysis we did on the State of Inbound Marketing in Latin America in 2018 .
Specifically for 2020, Hubspot took on the task of creating a much more comprehensive State of Marketing Report , which takes into account the opinions of marketing specialists working in companies from different parts of the world.
The Hubspot 2020 Global Marketing Report is the result of a process in which more than 3,400 marketers were surveyed online to find out how they are implementing digital marketing strategies within the companies they work for.
The research was conducted during the months of January and February 2020 with companies located in the following countries: United States, Canada, Mexico, Brazil, United Kingdom, Germany, France, Spain, Australia, New Zealand, Indonesia, Singapore, Japan, India, Austria and Sweden.
The companies that took part in the research are part of sectors such as: agriculture, business, chemistry, construction, marketing, education, e-commerce, NGOs, electronics, among others.
Content marketing
Content marketing involves creating, designing and distributing information that is valuable to a specific market segment, or buyer personas, according to each of the stages of their buyer's journey.
It is mainly implemented in corporate blogs and serves to achieve organic web positioning (SEO).
Investment in content marketing in 2019
70% of marketers surveyed at the end of 2019 answered “YES” to the question: Does your company actively invest in content marketing?
Importance of content marketing
Regarding the level of importance of content marketing , more than 60% of people responded that it is “very important” and “extremely important” within their digital marketing strategies .
global-marketing-report-2020-hubspot-importance-of-content-marketing
Content Marketing Investment for 2020
In order to find out what the expectations were for content marketing in 2020 , Hubspot asked respondents if they planned to increase the investment allocated to this strategy during this year.
On 24.26 he replied yes.
34.86% said they are not sure.
40.88% indicated that they would not do so.
In this sense, even though content marketing is considered a very important strategy, most marketers do not plan to increase their budget for 2020.
global-marketing-report-2020-hubspot-content-marketing-investment
Metrics used to measure the success of content marketing
In relation to how marketers are measuring the success of their content marketing strategies , the report found that:
16% do so through the number of leads generated.
24% do so through the number of sales obtained.
19% measure success by the amount of web traffic achieved.
15% do so through engagement generated from other websites.
13% said that their success metric is the SEO positioning of the content.
4% stated that website authority level was their primary metric.
global-marketing-report-2020-hubspot-content-marketing-metrics
There are 9% of results that are not specified in the graph. telegram free number philippines However, its visualization allows us to affirm that most marketing specialists measure the success of their content marketing through the number of total sales obtained .
Likewise, its main purpose when implementing this strategy is to direct leads to your sales funnel.
Number of audiences segmented when creating content
The following graph shows us that the majority of marketers (35%) are creating content for multiple types of consumers, specifically 3 audiences.
global-marketing-report-2020-hubspot-audiences-content-marketing
The most used formats to deliver content to audiences
Videos are positioned as the most used format for sharing content on digital platforms.
In second place are blogs, followed by ebooks, infographics and success stories.
global-marketing-report-2020-hubspot-content-marketing-format
Favorite platforms for sharing content
Facebook is the main channel where companies distribute content as part of their content marketing strategies . Next in line are websites (corporate blogs), Instagram, YouTube and LinkedIn.