Marketers’ goals for 2021 are highly performance-based. When asked about their priorities for the year in SEMRush’s “State of Content Marketing” report, the most popular answer, with 79% of marketers agreeing, was generating quality leads; in second place, at 75%, was attracting more web traffic. Somewhat less important were brand-oriented goals like improving reputation (57%) or customer loyalty (47%).

This also means that the most popular tools marketers plan to use for content marketing this year are those that deal with data and metrics, as opposed to those that deal with content creation itself: 88% said they planned to leverage web analytics tools, and 82% said they would use SEO tools, according to SEMRush.

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