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As a Premium Branding & Marketing Agency, it’s safe to say that we’d never write a blog that slams our industry or profession. We believe content marketing to be a very powerful tool and the reason we do what we do. However, while we at [ideas] are totally convinced, we understand that other people may not yet be Content Marketing Converts.
For that, we need statistics, facts, and research to support what we already know. There are numerous studies that highlight the genuine value of content marketing. Well luckily for you – and us – there are numerous studies that highlight the genuine value of Content Marketing. In fact, when executed properly it has the ability to transform a business and can go a long way to ensuring you stand out when compared to your competitors and that’s always a good thing, right?
Well, we think so!
Now let’s look at the fundamentals that make up an effective Content Marketing Strategy.
- Traffic
Aberdeen Group, a technology and services company, recently released a report concluding that companies who become authorities based on their content output receive 7.8 times more traffic than those who don’t.
Would you rather be seen as the thought leader or the impersonator? This is quite a staggering statistic but it makes perfect sense for those companies that take the time to create unique and engaging content, it’s important to refrain from just producing work that echoes something that has been written elsewhere as there are significant long-term benefits to be had.
- Social
What about the power of Social Media Marketing?
Are you doing everything you can do to harness the power of Facebook, Instagram and Linked In? If not then perhaps it’s time to give those channels a bit more attention. Social Media Examiner spoke to over 3,700 marketers to discover how influential social media can be and found that 81% of those questioned said increased traffic occurred ‘with as little as six hours per week invested in their Social Media Marketing. That’s a little over an hour of work each day, which is manageable for most.
- Blogging
If you’re serious about being creative and giving your clients added value then make sure that attitude is represented in absolutely everything you do. If you’re producing a blog – which you really should be – spend time seeking out topics or issues that have yet to be covered, and then present your content in a way that is at once up-to-date, necessary, and reflects your brand and tone of voice.
According to research by Hubspot, B2C companies that blog 11 or more times each month get four times as many leads as those that blog around once a week.
Now If that’s not an incentive to get blogging, we don’t know what is!
- Add a personal touch
Did you know that around 71% of consumers say they prefer personalised content? Or that 44% of people are willing to give up personal information so as to get more personalised advertising? Well, according to research by Adlucent, that’s the case.
And the value of personal touch has been noted by other respected researchers. Demand Metric research has found that 78% of consumers perceive a relationship between themselves and a company that uses custom content. That’s almost four in every five people. Demand Metric also states that 82% of consumers feel more positive about a company after reading custom content, while 70% feel closer to a company as a direct result of Content Marketing.
It comes back to WIIFM (What’s in it for me) People want to read content that appeals directly to them. If you know exactly who you’d like to target and understand how those people can be reached, you’re a long way down the road to Content Marketing success.
People want to read content that appeals directly to them. If you can’t yet comprehensively identify your audience, you probably need a more targeted approach. If that’s the case, try designing buyer personas. It’s a marketing strategy we endorse because we know it works. The amazing digital gurus at Hubspot offer some incredible free tools and guides to help with setting up your Buyer Personas.
- Leads
If you’re producing content, then you want it to create leads that you can then exploit, that’s exactly what’s likely to happen if you’re writing long-form pieces.
It should go without saying that when content is educational and in-depth, it’s more valuable. If a potential consumer can see that you are an expert in your field, and are convinced that you fully understand the state of the industry and they’ll trust you. That trust can very often result in a fruitful business relationship.
- Costs
It’s all well and good producing long-form content in a bid to enhance your online visibility and increase your business’ reputation, but what’s it going to cost you?
For small companies especially, keeping costs to a minimum is absolutely essential, so luckily Content Marketing is an approach that won’t break the bank. In fact, research published by Demand Metric has found that content marketing costs approximately 62% less than traditional marketing. The same study also found that per dollar spent, Content Marketing generates around three times as many leads as traditional marketing.
Content Marketing is an approach that won’t break the bank. There aren’t many things in this world that can make you money while also saving you money, but when done right an effective Content Marketing Strategy certainly falls into that category.
- Sales
For many businesses, this is what it all comes down to. If the work you’re doing isn’t generating sales, then either it’s time to up your game, or it’s time to try something else. Well, according to a Demand Gen Report study, Content Marketing could be just what you need to boost sales and increase the number of customers attracted to your business.
If the work you’re doing isn’t generating sales, then either it’s time to up your game, or it’s time to try something else. The Demand Gen company’s report claims that more than half (51%) of B2B buyers rely on content to research buying decisions, while 47% of people say they view between three and five pieces of content prior to communicating with a sales representative.
Content Marketing can not only show people that you are a trusted expert, but it can encourage them to commit to a purchase with you. If you are giving the customer added value, while at the same time reassuring them that the procurement of a product will benefit them, then your content can be regarded as a crucial sales tool.
If you would like to know more about Content Marketing, feel free to send us a message or get in touch with the agency for our Free Brand Health Check
Scott Bouquet
Managing Director
[ideas] Marketing
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