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15 Stats You Should Know About Content Marketing: It’s all in the data

Content marketing can help you achieve many things. It builds your brand identity. It creates brand loyalty. It educates potential customers, and lets them engage directly with you.

Content creation is an obvious (and important) piece of the strategy, but content marketing is much more. It’s about how your content gets noticed and how effective it is. But, you need the right kind of content, on the right channels, and targeted to the right groups of people. And, you need to measure its results.

We know content marketing is the best strategy to help you drive new leads. Don’t take our word for it. Here are 15 content marketing stats that you should know:

  1. Companies that published 16 or more blog posts per month got almost 3.5 times more traffic than companies that published 0-4 monthly posts.
  2. 43% of people say they skim blog posts.
  3. Only 30% of B2B marketers say their organizations are effective at content marketing.
  4. 72% of adult internet users use Facebook.
  5. Facebook sends 82% of social media traffic to longer stories on the web and 84% of social traffic to shorter news articles.
  6. 59% of Instagram users are on the platform daily, including 35% who visit several times a day.
  7. 90% of all marketers say that their social media efforts have generated more exposure for their businesses.
  8. At least 61% of businesses investing a minimum of six hours per week in social media marketing saw improvements in search engine rankings.
  9. 54% of marketers say increasing engagement rate is their top email marketing priority.
  10. 15% of marketers say their company does not regularly review email opens and clicks; only 23% say they have integrated their website and emails to track what happens after a click.
  11. The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers, respectively.
  12. Lack of resources, such as staff, funding, and time remains the biggest obstacle to successful lead generation for 61% of B2B marketers.
  13. Emails with personalized subject lines are 26% more likely to be opened.
  14. 64% of B2B marketers outsource writing.
  15. 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.

Let us help you create a content marketing strategy that works for you. We’ll craft your content and make sure it reaches the right people. Give us a call today.

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Stop Competing and Start Leading the Sustainability Report Design Trends

Sustainability reports are quickly becoming one of the most powerful branding tools in a marketer’s arsenal. As more and more eyes look to see how a company is committing its resources to environmental, social and governance (ESG) efforts, corporations have a real opportunity to tell a story, promote trust and build loyalty with consumers and investors alike. 

Yet, as ESG reports take center stage, the pressure to keep up with design trends can be all-consuming. What if, instead of chasing trends, you started setting them? Here are some ways to move from playing catch-up to becoming a leader in sustainability report design.

Lead with Vision, Not Just Compliance

Many companies treat sustainability reports as a box to check. Instead, view them as a platform to inspire change and set industry benchmarks. Investors and consumers are increasingly relying on ESG reports when making decisions about whether or not to engage with the company. Use the platform as an opportunity to innovate and push the boundaries of what a sustainability report can be. That may mean sharing not just what you’ve done, but what you plan to do next and how you will shape the future of sustainability in your industry.

Design for Dual Readability

As you develop your sustainability report, not only must you cater the design and contents to human stakeholders, but you must also be cognizant of the digital tools that will analyze them, including algorithms and artificial intelligence (AI). The best designs seamlessly cater to both audiences.

Elevate Purpose and Authenticity

A sustainability report is a branding tool. In that regard, it must look visually polished and on point with your corporate tone and messaging, but it’s more than just a flashy piece of marketing. It’s also an opportunity to be authentic. That’s when real trust and loyalty can take root. Here are some ways to do that:

  • Start with the why – Your report should communicate your core values and how they drive your ESG initiatives. Design elements should emphasize your story, not overshadow it.
  • Tell real stories – Feature authentic narratives about your impact (and support them with data). Highlight employees, partners and communities you’ve helped so there is a human face to your efforts.
  • Acknowledge imperfections – No one is perfect (and certainly not corporations). Leading companies embrace transparency and admit where there’s room to grow.
Contact us at The Found Gen to Learn More

When you stop competing and start leading sustainability report trends, you position your company as an ESG innovator and a brand that investors and consumers can trust. To learn more about corporate sustainability report design and get help with yours, get in touch with our team at The Found Gen today. 

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How to Design Your Sustainability Report for Optimal AI and Human Readability

The number of eyes scouring sustainability reports is growing by the day, but now, more than just investors and consumers are reading them. Algorithms, artificial intelligence (AI) and machine learning technology are playing an increasing role in evaluating environmental, social and governance (ESG) performance. 

As you develop your sustainability report, not only must you cater the design and contents to human stakeholders, but you must also be cognizant of the digital tools that will analyze them. This can be a tricky balance in what is already a challenging task, but whenever you develop a marketing asset, you must keep your audience in mind – and in today’s environment, that includes AI. Here are some tips for creating a sustainability report that resonates with both algorithms and humans.

Streamline Navigation 

AI loves consistency and structure. Turns out, humans do, too. Ensure your report design is easy to navigate and visually uncluttered. Label your data, use standardized formats and be consistent with metrics and reporting formats to prevent confusion or misinterpretation by algorithms. 

Design for Visual Impact Without Sacrificing Clarity

Humans are drawn to visuals, while AI tools focus on text and metadata. Balance the two by designing a report that’s visually engaging but also machine-readable. This means:

  • Include text-based descriptions or tags for every graphic, chart or photo you use in the report so algorithms can interpret their content.
  • Provide your report as a searchable document rather than scanned images so that it is accessible to AI.
  • Clearly label charts and tables; use captions to explain their significance to human readers.
Edit, Edit and Edit Some More

Your corporate sustainability report is your chance to build trust with your readers and showcase your ESG efforts. It can be a powerful marketing tool when done well, which means there is no room for error. Edit content for accuracy and omissions, review for brand consistency, and take care that visuals are professional and polished. 

When editing, also keep in mind that one of the key differences between AI and human readers is that AI is a slave to data and objectivity. It does not have a human bias, and this means your report must be supremely accurate. As noted in a recent Eunoic report “Whereas individuals often make mistakes or come to very different conclusions based on the same information because of their biases, backgrounds and attention spans, algorithms are objective, data-driven and don’t get tired.” Be ruthless in your editing to ensure the message and data you portray are accurate.

Why Dual Readability Matters

By designing your ESG report for both AI and human readability, you maximize the reach and impact of your sustainability report. Algorithms ensure your performance is visible to key decision-makers, while humans connect with the story behind the data. If you need help elevating your sustainability report design, contact us at The Found Gen today. We’ve partnered with globally ranked corporations to transform their sustainability reports into effective marketing tools. Call us today to learn how we can help you with yours.

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Does Your Sustainability Report Design Speak to Both Investors and Consumers?

The stakes are high with corporate sustainability reports. What makes those stakes even higher is that they must build trust, inspire action and enhance your brand’s reputation – all while speaking to two (or more!) different audiences. Designing an environmental, social and governance (ESG) report that resonates with multiple audiences with differing priorities is certainly a challenge, but it can be done with the right strategy. 

Here are some tips to help you design a sustainability report that meets the analytical needs of investors while also engaging the values-driven interests of consumers.

What Investors Want from an ESG Report

Investors are tuned into the numbers. When reviewing your report, they’re looking for hard data and metrics that:

  • Demonstrate financial viability alongside ESG performance
  • Show risk mitigation strategies tied to ESG factors
  • Highlight progress over time with quantifiable results and benchmarks

Investors want transparency, accountability and clear links between sustainability initiatives and financial outcomes. Show them the money, and they’ll return the favor in kind.

What Consumers Want from an ESG Report

The people who walk into your store, engage your services or buy your products are motivated by stories and values. They’re looking for content that takes on the following purposes:

  • Demonstrates how your brand aligns with their personal beliefs
  • Shows real-world impact through relatable examples and stories
  • Inspires action and engagement through approachable, visually appealing content

Consumers want to know that your company is making a difference in ways that feel authentic and meaningful to their daily lives (think Patagonia).

How to Design a Sustainability Report That Resonates with Both Audiences

Now the real challenge begins. To create an ESG report that speaks to everyone’s needs and priorities, you must strike a balance. Here are some tips:

Balance Data and Storytelling

Including detailed ESG metrics, charts and graphs can satisfy an investor’s need for data-driven insights, while inserting stories, photos and testimonials can make your impact feel real and relatable. For example, try pairing a data point with a real-world example to highlight the human side of your initiatives.

Design for Visual Impact

Use infographics to simplify complex data for consumers while maintaining accuracy for investors. Throughout your entire report, remain consistent with branding to reinforce your identity with both audiences.

Emphasize Transparency and Authenticity

Authenticity builds trust no matter the audience. Be upfront about challenges or areas where you’ve fallen short and use consistent messaging to bridge the gap between investor concerns and consumer interests (e.g., sustainability is both a growth opportunity and a moral responsibility).

Contact Us at The Found Gen for Help with Your Sustainability Report

Investors and consumers may have different priorities, but they share one thing in common – they want to see that your sustainability efforts are genuine, impactful and aligned with your business strategy. By thoughtfully designing your sustainability report to address both audiences, you can turn it into a powerful branding asset.If you’re ready to elevate your sustainability report design and turn your core ESG components into compelling narratives that resonate with all types of readers, contact us at The Found Gen today. We’ve partnered with globally ranked corporations to transform their sustainability reports into effective marketing tools and are ready to do the same with yours.

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Should You Outsource Your Sustainability Report Design?

Corporate sustainability reports are more than just compliance documents with boring charts and graphs. When done well (and this is becoming increasingly important by the day), these professionally designed documents tell a story about a company’s environmental, social and governance (ESG) efforts and performance. 

As content marketing assets, a professionally designed sustainability report can turn an everyday PDF into a powerful brand storytelling tool that builds trust and loyalty while giving companies a competitive advantage in the marketplace. But designing impactful and engaging sustainability reports isn’t a simple cut-and-paste job. It requires strategy, design expertise and the ability to visually tell a story. Here are some key considerations as you assess whether to outsource your sustainability report design.

What’s at Stake with ESG Reporting

Sustainability has always been a key talking point for corporations, but in recent years, ESG efforts have become increasingly meaningful to investors and consumers alike. Investors rely on these reports to assess the risk and long-term viability of the business. Moreover, transparent reporting helps attract ESG-conscious investors and consumers. Millennials and Gen Zers want to support brands that align with their values, and what better avenue to communicate a company’s ESG position than in its sustainability report? 

The Role of Design in Sustainability Reports

In competitive markets, showcasing ESG efforts can set a brand apart as innovative, responsible and forward-thinking. For marketers, the design of a sustainability report is just as critical as its content. Professionally designed ESG reports account for these and other elements:

  • Brand consistency – Ensuring the report reflects the company’s visual identity and tone reinforces brand recognition.
  • Visual storytelling – Leveraging infographics, charts and visuals simplifies complex data and makes the report more engaging.
  • Accessibility – Keeping the design inclusive, easy to navigate and available in multiple formats (digital, print, interactive PDFs, etc) ensures full accessibility. Designing the report for optimal human and AI readability is critical. 
  • Authenticity – Honesty about successes and areas that need improvement builds trust. Strategically using callouts and visuals to emphasize human-centered stories, milestones and successes makes the report stand out and resonate with readers.
Time to Outsource?

Professional designers and marketing agencies that specialize in sustainability report design understand how to blend data, visuals and storytelling to create a report that resonates with your stakeholders. 

By outsourcing these efforts, not only are you tapping into experienced professionals who can create a customized report that reflects your company’s unique identity and priorities, but they can also save you time – lots and lots of time. Outsourcing ESG design lets your internal team focus on strategy and execution while experts handle the heavy lifting.

Need Help with Your Sustainability Report? Call us at The Found Gen.

A well-designed sustainability report serves as both an informational tool for stakeholders as well as a powerful branding asset. If you’re ready to elevate your sustainability report design and turn your ESG initiatives into compelling narratives that resonate with readers, call us at The Found Gen today. We’ve partnered with globally ranked corporations to transform their sustainability reports into effective marketing tools and are ready to help you with yours.

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From Spam to Inbox: Improving Your Email Open Rate with List Hygiene 

You’ve got a great subject line, your content provides plenty of value, you’re sending at precisely the right time….and yet your open rate is frustratingly low. Why is this happening? A common culprit is unknowingly sending your emails to outdated and/or nonexistent email addresses. 

For whatever reason (e.g. a new job), some of your subscribers may have stopped using the emails they originally gave you. People also make mistakes like spelling their email addresses wrong or signing up for emails twice. 

When a significant number of email recipients don’t receive or open your emails, your messages are more likely to be flagged as spam. And your subscribers can’t open your emails if they go to their spam boxes. 

You can prevent this from happening by periodically cleansing your email list. This is the process of removing dead, fake, invalid, or duplicate accounts to ensure that you are only sending your emails to people who might actually open them. 

Here’s how to keep your email list clean:

Focus on Engaged Users

Step one in cleaning your email list is separating the contacts who engage with your emails from those who don’t. At first, it might seem logical to just remove the latter group from your list. But here’s the thing about email marketing: Sometimes, people just stop opening your emails for reasons that have nothing to do with your brand. They just naturally become disengaged over time. 

If someone has engaged with your brand before, they can probably be persuaded to do it again. So, before you remove an inactive contact from your list, try to win them back by offering something like a small freebie, a discount, free shipping on their next purchase, etc. 

If they still don’t open your email, then it’s time to remove them from your list. 

Remove Duplicates

Duplicate emails can really mess with the accuracy of your campaign’s performance data. By removing them from your list, you can make sure that your email marketing statistics are up to date and that you aren’t unintentionally emailing anyone twice (which is seriously annoying). If you’re using current software for email marketing, it should take care of duplicates for you. 

Remove Spam and Typos

Next, go through your list and separate any email addresses that look misspelled or fake. People write “0” instead of “o” all the time, or “gnail” instead of “gmail.” A fake email address is also pretty easy to spot. They typically look like long, random strings of letters, like nkshiazjowhnx@xyz.com. 

Again, this is something good marketing software can do on its own. 

Communicate with New Subscribers Right Away

When someone subscribes to your emails, start communicating with them right away. If this person continues to engage with your brand, then you can safely say they are worthy of sending more emails moving forward. The goal is to find out if this person is truly interested in your business as quickly as possible, so you can figure out which email list (engaged vs. disengaged) they belong to. 

Manually going through your email contacts is incredibly tedious. When choosing email marketing software, make sure your platform is programed to keep your email list clean. This is an aspect of marketing where the latest technology – like artificial intelligence – can be very helpful. 

For further guidance about improving your email list hygiene, contact our team at The Found Gen today.