{"id":530519038,"date":"2017-05-31T16:19:32","date_gmt":"2017-05-31T20:19:32","guid":{"rendered":"https:\/\/contently.com\/?p=530519038"},"modified":"2017-06-05T15:42:07","modified_gmt":"2017-06-05T19:42:07","slug":"content-marketing-industries-infographic","status":"publish","type":"post","link":"https:\/\/contently.com\/2017\/05\/31\/content-marketing-industries-infographic\/","title":{"rendered":"Infographic: Which Industries Have the Best Content Marketing?"},"content":{"rendered":"

Storytelling has always been part of content marketing’s DNA. Our co-founder delved into its benefits here<\/a> and here<\/a>. Our director of strategy philosophized about it here<\/a>. Our managing editor considered its complications here<\/a>.<\/p>\n

The reason for such emphatic coverage is simple: Great stories leave an emotional resin on readers, imprinting them in a way traditional marketing copy does not. But as our CMO likes to remind us, storytelling alone is not a strategy<\/a>. Plenty of brands are interested in telling stories, but that doesn’t mean everyone is doing it effectively. According to a study by the marketing intelligence company Beckon, 5 percent of all branded content accounts for 90 percent of total engagement.<\/p>\n

Since we’re in the midst of a heated battle for consumer attention, we decided to break down our internal data to see how different industries were performing in 2017 across three key metrics: average attention time, engagement rate, and finish rate.<\/p>\n

The data revealed some interesting trends. For instance, B2B brands got high marks for average attention time, getting users to stay with their content for more than three minutes at a clip, but the average finish rate for their content was 13 percent. That discrepancy suggests there’s an opportunity for those companies to re-evaluate the length of their content. Readers are clearly hooked, but maybe the stories are too long for a given topic. Writers and editors have the ability to produce something valuable that stems beyond an intriguing headline or lede.<\/p>\n

In the infographic below, check out how three industries\u2014finance, B2B, and tech\u2014compare when it comes to performance metrics. Welcome to the Content Performance Games. How do you match up?<\/p>\n

\"content<\/p>\n","protected":false},"excerpt":{"rendered":"

All brands that invest in content marketing are competing for attention. How do you match up?<\/p>\n","protected":false},"author":219,"featured_media":530519039,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3515,72],"tags":[9004,9221,9342,247,9689],"class_list":["post-530519038","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-roi","tag-b2b","tag-content-marketing-analytics","tag-finance","tag-infographic","tag-tech"],"acf":[],"yoast_head":"\nInfographic: Which Industries Have the Best Content Marketing?<\/title>\n<meta name=\"description\" content=\"All brands that invest in content marketing are competing for attention. 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