Home / Articles / Marketing / Why Content Marketing Will Remain King in 2018

Why Content Marketing Will Remain King in 2018

For travel destinations and tourism products, digital content will remain king in 2018, with lead generation acing the deck of marketing strategy cards. Here’s why:

Most Important Objectives

According to a ‘2018 Digital Marketing Plan Survey’ conducted by Ascend2 research-based marketing, 18% of respondents cited increased lead generation and sales revenue as their most important objective for 2018.

Why Content Marketing Will Remain King in 2018 Ascend2 2018 Digital Marketing Plan Report 171201 4

Critical Challenge to Success

Conversely, the most critical challenge to the success of a digital marketing plan for 2018 is data quality, with 15% of respondents citing lead generation and user experience as a critical challenge.

Why Content Marketing Will Remain King in 2018 Ascend2 Digital Marketing Plan 2018 Challenges

Budget Changes in the Year Ahead

The trend for digital marketing budgets continues to increase for 93% of marketing influencers, with 41% describing the increase as significant.  This trend may reflect a positive outlook for continued business growth in the year ahead.

Why Content Marketing Will Remain King in 2018 Ascend2 Digital Marketing Plan 2018 Budgets

Most Effective Tactics

In terms of marketing tactics, social media, content, technology, and SEO were cited as being most effective.

Why Content Marketing Will Remain King in 2018 Ascend2 Digital Marketing Plan 2018 Tactics

Resources Used to Execute Tactics

93% of survey respondents outsource all or part of the execution of digital marketing tactics to specialists, while nearly two-thirds consider a collaboration between outsourced and in-house resources as the most effective way.

Why Content Marketing Will Remain King in 2018 Ascend2 Digital Marketing Plan 2018 Resources

Source for Best Conversion Rates

To find the best source for turning leads into customers faster, Ascend2 conducted a ‘Lead Generation to Increase Conversions Survey’ in August 2017, which indicated that 57% of respondents found content download forms to be most effective.

Why Content Marketing Will Remain King in 2018 Ascend2 Lead Generation to Conversions Survey Sources

Content Generating the Most Conversions

The same survey showed that research reports, video, social media, and webinars generate the highest rate of lead-to-customer conversions, while website/blogs, case studies, and infographics also contribute to effective conversions.

Why Content Marketing Will Remain King in 2018 Ascend2 Lead Generation Survey Conversions

Overall, this article indicates that content will remain king in 2018, but to be effective digital marketers need to outsource at least part of the execution of their marketing tactics to specialist content publishers.

Read more: Ace the competition by gaining online traction and generating new leads this year, with TourismTattler’s 2018 Content Marketing Deal (offer restricted to the first 10 digital marketers who respond before the close-off date of 31 January 2018. T&C’s Apply).