June 15, 2015
The digital age has oversaturated our world with information. The public has become more well-informed on nearly every subject than ever before. They are not as easily persuaded or fooled. They are not as willing to purchase a company’s products without in depth knowledge of the benefits it will provide.
Because of this, traditional forms of advertising are now becoming obsolete as digital devices take up more of people’s time than television, radio, or any other form of entertainment.
This restructuring in the way consumers absorb and obtain information on companies, brands, products, and everything else has led to the birth of content (or inbound) marketing. Much of content marketing’s success is due to one key feature that sets it apart from other forms of advertising; valuable and useful information for audiences. But despite the resounding reception of content marketing by consumers, some companies are still hesitant to switch gears.
If this is you, it’s time to shift. Need proof? Keep reading.
Below is a bevy of solid facts that prove that content marketing is not only valuable to businesses and communities, but necessary for overall growth and success.
The Rise of the Savvy Consumer
As was previously mentioned, many consumers conduct a decent amount of research into brands and products before buying in. Many individuals will simply not accept claims from anyone at face value and prefer to research the information themselves; information that is now at their fingertips. For this reason, content marketing is an extremely useful tool in convincing consumers that the products you are selling are worthwhile.
Today, 68% of consumers spend time reading content from brands that they find interesting and may consider purchasing from. Additionally, 90% found custom content to be useful.
Not only does content marketing provide consumers with additional information on a product or brand, but it also develops credibility and trust.
70% of today’s consumers state that content marketing materials make them feel closer to the company while 82% of consumers feel increased positivity surrounding a brand after reading custom content.
These statistics are critical aspects of survival for any company, considering that one of the major factors consumers look for in a brand these days is authenticity. Today’s shoppers seek to develop a trust-based relationship with brands. Content marketing is so powerful in this regard that 78% of people believe that organizations who provide custom content are interested in developing positive relationships with them.
Truthfully, no matter what any marketer or business person thinks about content marketing, the proof is in the numbers, and the general population loves custom content. And this trend is only set to explode further as mobile use continues to climb.
The Rise of the Reactive Marketer
As much as consumers love custom content, marketers and businesses love it as well. There has been massive growth in the need for content marketing among companies over the past several years.
Today, 86% of B2B marketers and 77% of B2C marketers utilize a content marketing strategy. Additionally, 70% of B2B marketers create more content now than in the previous year. This channel of marketing has become so popular that 4 of every 5 marketing leaders have integrated content into their advertising programs.
These incredibly revealing numbers don’t end there either. Over the next 12 to 18 months, 80% of companies intend to increase digital marketing budgets while 24% currently allocate 50% or more of marketing budgets to content.
Over the past year alone, the use of infographics has skyrocketed from a meager 11% to an impressive 62%.
In 2014, video content for B2B marketing increased in use from 8% to 58%. To further this point, brands that generate 15 blog posts on a monthly basis typically average about 1,200 new leads per month.
The conclusion here is pretty black and white. Content marketing is not going away any time soon and will only become more powerful and influential as time goes on.
To put it plainly, content marketing is now the most effective and engaging form of advertising. The time to ditch traditional marketing plans is now.
Shoppers are simply no longer wooed by flashy ads, sexy images, or persuasive language. Consumers seek useful, unique, informative content on topics that are relevant to them. Although creating top-notch content may seem like it is daunting task for some, there is plenty of great information and a bevy of fantastic content creation tools available. Don’t allow your business to become an ancient relic; invest time and resources into content marketing and your company stands a much better chance for blazing a trail into the future.
How do you think content marketing will reshape the landscape of advertising over the next few years? What do you believe is the next big step for content marketing?
Digital producer, online marketer, community manager, and multi-faceted writer Tina Courtney-Brown has been managing cross-functional teams for online businesses since 1996. Tina has assisted many clients in maximizing online production and marketing efforts, and is a staff writer for SiteProNews, one of the Web’s foremost webmaster and tech news blogs. She’s produced and marketed innovative content for major players like Disney and JDate, as well as boutique startups galore, with fortes including social media, SEO, massively multiplayer games, community management, social networks, and project management. Tina is also a certified Reiki practitioner, herbalist, nonprofit director and spiritual counselor. Learn more at her personal website, or find her on Facebook and Google+.