As a content 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 powerful tool, and that’s why we do what we do. However, while we at Southerly are totally convinced, we understand that other people may not yet be content marketing converts.
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. When done 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?
We think so.
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 a quite staggering statistic, but it makes perfect sense. For those companies that take the time to create unique content, and refrain from just producing work that echoes something that has been written elsewhere, there are significant long-term benefits to be had. Would you rather be seen as the thought leader, or the impersonator?
What about social media marketing? Are you doing everything you can do to harness the power of Twitter, Facebook and Instagram? 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 social media marketing’. That’s a little over an hour of work each day, which really isn’t much.
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.
Blogging works; I can personally vouch for that. We’ve won two blog awards in the last two years, and on the back of those triumphs we’ve taken on new business and managed to make incredibly valuable contacts and industry friends. It’s also the art of blogging that managed to get you, dear reader, onto this page, so it’s clearly something that can attract audiences.
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. If that’s not an incentive to get blogging, we don’t know what is.
4. 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 the 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.
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 personas. It’s a marketing strategy we endorse, because we know it works.
If you’re producing content, then you want it to create leads that you can then exploit. And, according to Curata, that’s exactly what’s likely to happen if you’re writing long-form pieces.
Long-form content – generally considered to be posts that are at least 800 words in length – give the writer more room with which to bulk out their opinion, and gives the reader a more complete picture of what is being discussed. It should go without saying that when content is educational and in-depth, it’s more valuable.
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, they’ll trust you. And that trust can very often result in a fruitful business relationship.
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.
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, content marketing certainly falls into that category.
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 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. 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.