Is content marketing more than just a buzzword?


Content marketing might be in danger of becoming as overused as “synergy”, but it’s for good reason.

‘Marketing with content’ is a winning strategy. These things and more all form part of a business’ content strategy in terms of both business-to-consumer and business-to-business marketing.

  • Blogs
  • Whitepapers & research
  • Ebooks
  • Videos & podcasts
  • AMAs (that’s Ask-Me-Anything, a Reddit trend where an expert volunteers to spend one hour answering every question you can think of about their specialty)

That’s a lot of work for marketing and sales. According to this video from ContentMonsta & LookBookHQ, 44% of marketers say content production is their biggest challenge.

Why do we do it?

In the same video, Aberdeen says growth in unique site traffic is at 19.7% for content marketing leaders. For followers, it’s just 2.5% growth year-on-year. That’s 7.8 times more traffic for content marketing leaders.

Conversion rates are higher, too. Content marketers see conversion rates of around 2.9%. For those who don’t bother to put in the effort, usual conversion rates hover around 0.5%.

Who wouldn’t want 6 times more conversions? Or 3 times as many leads?

78% of CMOs believe custom content is the future of marketing. It costs 62% less than traditional marketing – and it’s also got a natural home: social media.

If you can create messaging that really resounds with your audience, and find the right place to share it (91% of B2B marketers use LinkedIn, for example), then content marketing is a total no-brainer.

Create value for your customer, share your expertise, and they’ll come back again and again.

Inspiration for this story was spotted on LinkedIn.

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