In the digital era, content marketing is how businesses build trust and familiarly with their audiences. Companies that can deliver relevant, useful insights become valued resources, and those companies are well positioned to attract attention, earn referrals, and gain business.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant and consistent content to attract and retain a clearly defined audience with the goal to generate leads, expand the customer base, grow brand awareness, build communities, and most importantly, increase sales.
Dechay Watts, a veteran in content management, stated three reasons as to why brands and businesses incorporate content marketing.
The first point he says is to “take advantage of existing consumer behaviors.” The second point is that “it provokes conversions” and finally, “it evolves rooted emotional connections.”
According to Andrew Davis, a professional speaker and best selling author:
“Content builds relationships. Relationships are built on trust. Trust drives revenue.”
According to the B2B Content Marketing 2019: Benchmarks, Budgets and Trends—North America report by the Content Marketing Institute (CMI) and MarketingProfs, and sponsored by Conductor, 96% of the most successful content marketers agree that their organizations have built credibility and trust with their audience. The CMI estimates that content marketing gets three times more leads than paid search advertising, drives six times higher conversion rates, and has the potential for a 7.8-fold boost in web traffic.
Data from HubSpot suggest that companies that published 16+ blog posts per month get almost 3.5 times more traffic than companies that published zero to four monthly posts. Nearly 80% of companies not meeting their revenue goals attract 10,000 monthly website visitors or less. For those exceeding their revenue goals, 70% report attracting more than 10,000 visitors per month.
But how actually can content marketing affect revenue? The following statistics and data from around the web will give you a glimpse at why content marketing is crucial for all businesses.
80% of adults in North America use at least one ad-blocking method
Consumers are increasingly savvy about opting out of the advertising they would rather not see, a terrible news for marketers who rely heavily on paid advertisements.
According to a Deloitte Global survey, more than three-quarters of North Americans engage in at least one form of regular ad blocking, and about 10% block ads across four or more types of traditional and digital media channels most of the time. The percentage of young people in that “adlergic” category is much higher, with more than 17% of surveyed consumers aged 18 to 34 blocking ads in four or more categories.
Personalized content promotes higher engagement rates
Because personalized content helps consumers remember a brand, it also encourages them to engage more personally with the company in question, thus introducing a positive feedback loop that benefits both the customer and the company.
According to a 2015 IBM Digital Experience Survey, 56% of marketers believe that personalized content promotes higher engagement rates.
Costing less, generating more
Content marketing costs 62% less than outbound marketing, yet it generates more than three times as many leads, and that’s because content marketing is effective, easy to begin, and popular with consumers.
Additionally, content marketing adopters report conversion rates nearly six times higher than their competitors.
Buyers trust content
Content is becoming crucial to the purchasing process. Nine out of 10 B2B product or service buyers say that online content has had a moderate to major impact on their purchasing decisions, and an overwhelming majority of B2B service and product buyers, or 95%, consider content as trustworthy when evaluating a company and its offerings.
Blogging for higher ROI
Blogging is a key factor in the growth of any online business. According to HubSpot, 82% of marketers who blog see positive ROI from their inbound marketing.
Featured image: Content Marketing, Pixabay.