July 15, 2013 Jaclyn Bickerton
I’m sure you’ve heard the phrase “Content is King” by now. The phrase is such a cliché, but that doesn’t change the fact that it’s true. Content marketing has seen a huge spike in growth in the past year and continues to develop as a dominant form of marketing. I’d like to share a great infographic put together by Demand Metric. It’s a beginner’s guide to content marketing, and provides us with some fascinating statistics on the current state of content marketing.
A whopping 91% of B2B marketers and 86% of B2C marketers use content marketing, and 80% of marketers believe custom content should be central to marketing work. But there’s no surprise here with the multiple benefits of using content marketing for your business. It helps businesses keep reader attention, improves brand loyalty, generates leads, and increases direct sales. And what’s more – it costs 62% less than traditional marketing, and per dollar spent it generates approximately 3 times as many leads as traditional marketing. So why is content marketing generating so much traction? Simply put – because it works. Content marketing is having an immense impact on how consumers are viewing and interacting with companies. Here are some powerful reasons as to why you should be using content marketing:
– 70% of people would rather learn about a company through articles rather than an advert.
– 60% of consumers enjoy reading relevant content from brands
– 82% of consumers feel more positive about a company after reading custom content
– 70% of consumers feel closer to a company as a result of content marketing.
– 78% of consumers perceive a relationship between themselves and a company using custom content.
– 90% of consumers find custom content useful
The bottom line is that people love custom content. So far in 2013, most marketers have embraced the idea of crafting custom content and consumers are responding to it. After all, Interesting content is one of the main reasons people follow brands on social media.
If you’re just starting out or have yet to implement a content marketing strategy for your business, the infographic provides details on how to get started using this method to promote your company. These steps include:
– Identifying objectives
– Understanding buyers
– Identifying gaps in content
– Building content
– Organizing distribution
– Measuring ROI
Jaclyn Bickerton, Social Media, Raven5 Ltd, Oakville & Toronto Ontario, July 2013