Content marketing grows in popularity with each year. But what is it, a working technology or another trend that will soon come to naught? To competently answer this question, let’s dig deeper along with Lucy Adams.
Let’s face it: content marketing is not suitable for everyone and requires time (up to a few years!) to give results. Like any other trend, content marketing is surrounded by myths and omissions. To confidently decide whether to invest in this tool, let’s consider the facts that we already know about content marketing.
#1 Content Marketing Strategy Should Be Documented
According to Content Marketing Institute, about 42% of companies in b2b operate according to the pre-written content strategy.
On average, successful companies use 15 tools while inefficient – no more than 10. Successful companies allocate about 40% of their budget on content marketing while inefficient – about 15%.
#2 Content Director Will Soon Become One of the Most Demanding Professions in Marketing
More and more top managers will treat content marketing as a necessary tool requiring marketing costs. This means that companies will need not only favorable climate and corporate culture but also responsible managers to create and implement content strategies. Companies that do not assign responsibility for the creation and distribution of content to special people or units will lose the battle!
#3 Content Marketing Attracts More Customers at a Lower Cost
According to polls, in about 60% of cases, content marketing increases both the quantity and quality of incoming potential customers. Moreover, the price per 1 client reduces by 38%! In other words, good content marketing has a tangible commercial effect, increasing the flow of customers and reducing the price of a single lead.
#4 Large Information Articles, Videos, and White Papers Have the Greatest Return on Investment from All Content Marketing Tools
According to a study conducted by copypress.com, the three greatest tools in terms of ROI are feature articles, video materials, and white papers (manuals, reviews, and mini-books that help to choose this or that product or solution).
In conditions of time and budget shortage, you can start your content marketing strategy with posting the materials that give the maximum effect and require minimum efforts. Most likely, employees of your company must have valuable experience to share. Start with it.
You can never know which article will become viral and cause noise. Often the material that takes a week goes unnoticed, and vice versa. That’s why you should prepare at least a dozen of different publications to test the interest of the audience.
#5 Your Subscriber Base Is Your Main Asset
Remember that you can’t make the first impression twice! Be sure to provide visitors with valuable information from the very first try. As soon as you get emails, things will go easier.
There are many pieces of evidence of the effectiveness of proper email marketing. According to icontact.com, those customers who received emailing spend 83% more money on online purchases and make purchases 28% more often. Every dollar invested in email marketing receives the return of $44!
#6 Adjusting the Content Strategy to the Sales Funnel Increases the Conversion
According to Aberdeen Group, adjusting the content strategy to the sales funnel increases the conversion by 73%. Almost all successful companies have internal databases containing articles, presentations, reviews, cases, videos, interviews, checklists, recommendations, etc. along with instructions for managers. It is called lead nurturing.
Prepare useful and interesting materials for clients, which will help them to understand your opportunities and advantages better. Teach sales managers to use these materials, taking into account the degree of customers’ readiness for making a purchase.
#7 People Won’t Read Everything You Wrote
According to Nielsen, only about 25% of the text is covered by an average visitor while 17% of visitors spend less than 4 seconds per page (apparently, these are those who immediately realized that they are in the wrong place).
First of all, make the visitor sure that he will find what he’s looking for. Secondly, make the page convenient for quick scanning, the so-called diagonal reading. Thirdly, provide bright, contrasting and understandable calls to action: these buttons must vividly stand out in the background of the page!
It requires transparency, both in relation to customers and within the organization. One of the main tasks of content marketing is to get the trust of the market. Customers want to work with competent, enthusiastic, afflicted people who won’t quit in a difficult situation.
#9 You Must Have Your Own Content Marketing Platform
Make sure that you post materials on the platform created for your tasks and that you completely control. All the other platforms are the leased territory. They can disappear one day, and you will not do anything about it. Although you need links, you must have your personal platform!
Given the excessive attention to social networks, there is another danger: your competitors can target advertising exclusively to the communities that you lead in social networks, thereby taking away your potential customers.
When it comes to monetizing contacts and customer bases, one targeted subscriber from an emailing base brings the same amount of money as about 15 followers in social networks. That is, the point is to focus on collecting a base of loyal subscribers, considering the audience in social networks as a useful addition to it.
#10 Content Marketing is about a Team, not a Single Person
Depending on your tasks and scales, you will need a person or team that will embody your content marketing strategy. Where can you get a good content marketer? Well, it’s all about your budget. One of the options is to find the best you can afford and train it.
If you can afford only one specialist, must have the skills of writing, editing, getting information from your employees and authoritative sources, as well as preparing the full range of marketing materials, from blog posts to emailing and brochures that sales managers will send out to potential customers.
If your budget is small, don’t worry. Just as morning exercises are beneficial to the body, even one strong article in a couple of weeks can be of great importance if such articles are regularly issued!
Lucy Adams is a blogger and buzzessay writer. She’s interested in education, writing, books, and a few more niches. Simply put, Lucy is a generalist who’s able to bring to life a huge variety of ideas. Feel free to share your suggestions; be sure, you’ll get a grounded response to your each and every request.