A report from OutBrain found that content marketing is becoming more popular with video, blogs and news articles among the most frequently used forms.

A report from OutBrain found that content marketing’s value for businesses is growing rapidly, and many have leveraged several different types of content to boost their appeal on the web.

Blog content marketing has seen frequent adoption, according to OutBrain. Its study found that nearly 70 percent of companies are using original blog posts to inform prospects and generate leads. This number will likely grow as Brafton recently reported one-quarter of marketers say blogs are “critical” to lead generation.

Though blogs have high adoption, video marketing is the most frequently used form of content, OutBrain found. More than 80 percent of respondents said video is among the initiatives they are relying on this year. Video’s value for businesses has grown, as more American access and share video content with their friends, family and other contacts.

Nearly half of companies included in the study are using articles, which lend themselves to news content marketing. The method has become increasingly popularly for businesses looking to boost lead generation and conversions on the web in response to shoppers’ growing desire for information about potential purchases and industry-based demands. Whether its blogs or news articles, the presence of content on a website can help businesses direct prospects through a conversion funnel.

Blog content’s growth has been astounding in recent years with more businesses using it to reach new audiences. Brafton recently reported that there are currently more than 181 million active blogs on the web. 

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.