Content marketing is a growing part of brands' inbound marketing strategy, but marketers aren't creating the content that consumers want. The shift that is taking place isn't just how much content is being consumed but where it is being consumed and what type is most in demand. Consumers are reading more social media posts and watching more videos. If your brand isn't producing the right type of content and distributing it in the right places, you could be losing your audience's attention.
HubSpot's 2016 State of Inbound report highlights some key findings in the disconnect between what brands are focusing on with their own strategies versus what the consumer wants. 66% percent of marketers say they are focusing on growing SEO and 60% say they are focusing on creating blog content. Yet consumers say they are only 29% likely to thoroughly consume blog content, but they are 55% likely to thoroughly consume video and 52% likely to thoroughly consumer social media posts. If your brand isn't focused on generating video and social posts, then you may be missing out on a large percentage of consumers' attention. Here is an inforgraphic for some quick findings from HubSpot's State of Inbound report.