In the Search Engine Journal report below, marketers will find various interesting findings. The one I've highlighted below is the stat that blogs continue to dominate in content marketing as an effective way of getting in front of the right people.

Also of interest are the metrics the surveyed marketers favour:

  • 39% Engagement (comments, shares, likes)
  • 31% Conversions
  • 13% Traffic
  • 9% Don’t know
  • 6% Reach
  • 2% Followers

It's great to see the "number of followers" metric rank so low. With so many robots out there, it's easy to gather large followings but they're often dead weight with no bearing on your success or failure. Better to spend your money on endeavours that have an impact on your brand or business instead!

As for engagement and conversions, they're as popular as I'd like, and to me utterly intertwined. I know that as a marketer I should be solely focused on conversions, but social media isn't just about that, it's also about growing a community, engaging your readers with great content, and building your brand's personality. Conversions are one thing, but you want to have happy customers too, and for that, they need to stay engaged with you even after they've signed on the dotted line!

Check out the full report below!