02 Jul Why content marketing is (still) so important
There’s an insane amount of content – billions, in fact, according to LinkedIn – produced online on a daily basis, and you’re starting to wonder if it’s worth jumping on the bandwagon, or take your marketing dollar somewhere else.
Yet, despite the increasing volume of content on the Internet, people continue to actively consume content. Below, we unpack the importance of content marketing, and why you don’t want to be late to the party:
1. We check our phones 110 times a day
And while we’re at it, we’re mostly on social media – according to LinkedIn, in its e-book Attention is Currency. Every minute, there are over 4 million Facebook likes, 2 million Instagram likes, and more than 6 million Snapchat videos watched, says The Word Pro. Off social media, we’re also Googling stuff: Google processes over 40,000 search queries every second, which translates to 3.5 billion searches per day. Want more awareness and engagement for your brand? Start pushing content on the web and on social media.
2. More and more people are consciously blocking ads
A 2017 report from PageFair found that roughly 11 percent of internet users worldwide uses ad blockers, and that equates to more than 600 million devices, from laptops to smartphones. Big tech names including Spotify, Netflix, Hulu, YouTube and HBO offer ad-free subscriptions. The New York Times and Wall Street Journal are also exploring ad-free digital subscriptions. It’s pretty clear that ads (display ads, pop-ups, videos) that interrupt or disrupt a user’s digital experience is getting increasingly unpopular. Your best alternatives? Custom content, or native advertising.
3. Having more content expands your digital footprint
By populating your website with more content (via a blog, for example), you’re creating more webpages – thus increasing your web presence and boost online visibility. As many as 51% of smartphone users have discovered a new company or product when conducting a search on their mobile (Google, 2015 via Hubspot). Want to rank for a particular keyword phrase? Write about it. But bear in mind that more isn’t always more. Go for relevance and quality for higher engagement. Plus, more content for your website means more material for your social media postings.
4. Content marketing generate leads and increases conversions
Companies that published 16 or more blog posts per month got about 4.5 times more leads than companies that published 0 to 4 monthly posts. (HubSpot, 2015). Content is an important communication channel between you and your target audience, where you get to showcase your expertise and/or provide more valuable information about your product. Addressing your audience directly fosters relationships, encourages trust and faith for your brand, and ultimately influences conversions. Don’t take our word for it: research has shown that 60% of consumers enjoy reading relevant content from brands, 82% of consumers feel more positive about a company after reading custom content and 78% perceive a relationship between themselves and a company using custom content.
5. Best of all, it’s cheaper
Marketers know this all too well: advertising can be costly. Reputable publishers charge a good amount of money to advertise on their platforms. Content marketing, on the other hand, costs 62% less than outbound marketing, and it generates more than 3 times as many leads (source: Content Marketing Institute)
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