Is content marketing more than just a buzzword?

  • August 31, 2018
Share on facebook
Share on twitter
Share on linkedin
Share on pinterest
Share on email
Share on facebook
Share on twitter
Share on linkedin
Share on pinterest
Share on email

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.