Content is King – you heard it before. While it is hard to argue against this statement, content marketing is often not included in marketing budgets. The fact of the matter is that content is key to marketing online. No matter how well a product or service is advertised, there must be credibility behind it. It is about building the relationship between your consumers and your business that translates into business objectives. I provided 8 key content marketing statistics below to prove the importance of content marketing as a marketing channel that every business owner should.
8 Content Marketing Statistics You Don’t Want to Miss
58% of consumers trust editorial content. (Source: Nielsen)
When reading up on something, people are more likely to trust the content when they know its been edited. Having editorial content displays credibility because it shows that there are professional writers and editors behind it. Self promotion through content never works. It looks much better when others talk favorably about you.
60% of consumers feel more positive about a company after reading custom content on its site. (Source: Content Plus)
Consumers like to see a difference and uniqueness. It shows that your company has creativity, and potential to be better than the rest who offer the same service or products as each other. Content builds trust that leads to sales.
90% of consumers find custom content useful, and 78% believe that organizations behind the content are interested in building good relationships. (Source: TMG Custom Media)
Creating custom content shows that there is more passion behind what the company is doing. Creativity takes effort, and it shows that the company cares about giving their consumers the best experience they can. In addition, custom content allows for better targeting to specific customer segments to make content more relevant to them.
Spending on content marketing, video marketing, and social media will increase by 15.1% in 2013 to a total of $118.4 billion. (Source: eMarketer).
Businesses all over the world are investing more money on content marketing, realizing the gravity of its importance. It is recognized that in today’s world, it is the content that increases a company’s audience and increases retention rate. Content marketing, or inbound marketing, lets people come to them, while outbound marketing or advertisement interrupts another activity to engage.
According to 37% of marketing managers, the most important way to engage customers is content-led websites. (Source: The CMA)
Without good content, you are not likely to keep the audience that you worked so hard to gain. Give the people what they want, and be descriptive. Content can exist in a blog, social media, press, YouTube, and many other forms. Content also helps build a connection with customers, giving detailed descriptions about what is being sold, positioning the business as a thought leader.
54% of brands cited increased engagement as the number one value of content. (Source: Econsultancy and Outbrain)
People who visit your pages must have a reason to keep coming back. Great content also leads to recommendations, word-of-month and positive reviews. When a person views a website and finds themselves interested in content, they tend to share it with others and link to it from their websites.
78% of chief marketing officers think custom content is the future of marketing. (Source: Hanley-Wood Business Media)
Every company is composed of different people, and no two people think alike. Therefore, it is important to create custom content to show the differences between your company and your competitors. Be different and original, and try to stay away from right templates or outsourcing content at scale, even though they may save time.
Articles with images get 94% more views. (Source: Jeff Bullas)
People like pictures! Illustrations help people understand and visualize content. Nobody wants to stare at a page full of words, so get creative with visual content t get better results.
Content is King – so what’s next?
We established that content is the key, but not everyone can write Pulitzer worthy text. To help stand out from the natural born writers, we can be unique. By this, I mean creating content that is not your every day formal writing. Know who your audience is, make sure you know what you are talking about or do extensive research on the topic, and tailor your content to their interests.
For example, a college student reading a college campus life blog may not want to read an article with heavy vocabulary and a professional tone. It could be more attractive for the compus audience to write in a tone of voice of a college student, even occasionally use slang to increase engagement. Other ways to be unique are through infographics, which are illustrations with a couple of facts, like the one I included below. These are a lot simpler to view than a page full of sentences that lacks visuals, and it separates your content from everyone else’s. But really, even pictures and videos go a long way.
Although it may take time to gain traffic and customers, doing it genuinely through creative content is the way to go. There is no need to rush perfection, just let it happen on its own and be original. If you are good and care for your audience, you will attract more and more visits to your website. Make sure, however, you engage in SEO to promote your content or else you content efforts may not be effective.
To get started, check out the latest content marketing tips and seo strategies discussed at NYU to include in your content strategy.
Check out this great example of an infographic, with some more content marketing statistics!
Content Marketing Infographic