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Recall the saying “content is king?” How long has that been around? Well, it rings truer than ever in 2017. Content marketing is the belle of the ball in today’s digital landscape. Consumers want fast, informative content that can entertain them to whatever extent possible.
Still not convinced content is worth the hype? Check out these eye-popping statistics as to why content marketing is your company’s greatest asset.
Why You Need Content
- Content marketing leaders experience 7.8X more site traffic than non-leaders.
- Consumers remember content that is tailored to them. As a result, they are more likely to return and engage with the company.
- The median time people spend on articles is 37 seconds.
- While content marketing costs 62 percent less than outbound marketing, it generates more than three times as many leads.
- 200 million people now use ad blockers.
- Content creation ranked the highest as a contributing factor to B2B marketing success with 89%, with strategy in 2nd at 72%.
The “Why” Takeaway
As consumers see fewer and fewer ads thanks to tough ad-blocking software, content marketing becomes all the more valuable. This means creating engaging, shareable content that will get you the leads that your blocked ads can’t. The payoff speaks for itself. Making a good impression up-front often leads to valuable follow-up.
What Types of Content Bring The Most Value
- Infographics are liked and shared on social media 3X more than any other type of content.
- B2B companies that blogged 11+ times per month had almost 3X more traffic than those blogging 0-1 times per month.
- Titles with 6-13 words attract the highest and most consistent amount of traffic.
- 1 in 10 blog posts are compounding, meaning organic search increases their traffic over time.
- Compounding blog posts make up 10% of all blog posts and generate 38% of overall traffic.
- Over its lifetime, one compounding blog post creates as much traffic as six decaying posts.
Types of Content Takeaway
As preferences shift from textual to visual, content marketers need to keep their ideal consumer in mind. Videos might be the favorite, but blogs have an enticing half life. Determine your target audience’s preference, and post that type of content consistently to build value.
What Your B2B Competitors Are Doing
- 88% of B2B marketers want to know how to measure their return on investment for social media activities.
- Six in 10 small business owners are not able to track ROI from their social media activities.
- 59% of marketers say inbound produces the highest quality leads for their sales team.
- 72% of those who have calculated ROI have confidence in their marketing strategy (only 49% of those who haven’t calculated ROI feel confident in their strategy).
- More B2B organizations pay for search engine marketing than for social promotion.
- 80% of B2B marketers will focus on lead gen as a content marketing goal over the next 12 months.
- 78% of organization use website traffic to determine how well its content marketing is producing results.
- Average proportion of B2B marketing budget for content is 29%.
- The most-used B2B content marketing tactics are social media content (83%), blogs (80%), and email newsletters (77%).
- The average number of content marketing tactics used per organization is eight.
- 52% of B2B marketers said blogs were the most critical tactic for success in 2017.
- Email is the most popular way to distribute content (93%), with LinkedIn in second at 89%.
Long-form content is the reigning champion in the world of B2B. Yet, social is becoming a surprisingly strong contender in the preferred channels of distribution. Don’t be afraid to explore new methods – you may be surprised by the potential you unlock.
What Your B2C Competitors Are Doing
- 74% of B2C marketers report having a content marketing strategy (40% said it’s documented and another 34% have a verbal strategy).
- 76% of those who have a strategy said it includes a plan to operate content marketing as an ongoing business process, not simply as a campaign.
- 78% of B2C marketers say they can demonstrate, with metrics, how content marketing has increased audience engagement.
- 74% say brand awareness is a primary goal of their overall content marketing over next the 12 months.
- 49% of marketers say strategy issues (adjustments or total lack thereof) were a primary factor contributing to stagnant B2C content marketing numbers; 48% say lack of time devoted to content marketing was a primary factor.
- Most frequently used tools in B2C are: analytics tools (78%), social media calendars (68%), and a dedicated email platform (63%).
- When asked what techniques they use to learn about their audience(s), 59% of B2C marketers said keyword research, 54% said social listening, and 54% said website analysis.
- Only 36% of marketers say they can demonstrate that content marketing has lowered the cost of customer acquisition, but 78% say it has increased customer engagement.
It is important to recognize the value in building a long-term customer base. A super successful campaign is never bad news, but won’t necessarily help achieve your goals in the long-run. If you’re looking to cultivate a strong base that’s in it for the long haul, your content strategy needs to reflect that.
How Your Audience Acts
- 86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily. 64% of people prefer rich text emails.
- 11 a.m. ET has the highest click-through rate for email sends.
- Two-thirds of emails are read on either smartphones or tablets.
- 4X as many customers would rather watch a video about a product than read about it.
- 47% of B2B buyers consume 3-5 pieces of content prior to engaging with a salesperson.
- 56% of consumers say customer testimonials are helpful.
Your audience is always looking for more – how to get more information, faster, in a more pleasant experience, for a lower cost. Optimize your content for what will drive your consumer further down the sales funnel, and track your every move to see what works (and what doesn’t).
If you learn one thing from this article…
Let it be that content is the most valuable and most desired form of marketing right now. What form of content will benefit your company most will be revealed by diligent tracking and tweaking, but it’s safe to say that if you do content right, you will see great returns. Contact us today to turn your content marketing strategy into surefire success!
About The Author: Maeve is a content marketing specialist at Blue Corona.
View more blogs by Maeve Ginsberg