These days, more and more marketers are foregoing traditional marketing tactics—think postal direct mail, print advertising, and yellow pages—and they’re adjusting their budgets to focus on creating content for marketing. There’s growing evidence that this trend won’t be changing anytime soon.
According to recent data compiled by the Content Marketing Institute (CMI), 60% of respondents indicate that they plan to increase their content marketing budgets over the next 12 months. This aligns with research from eMarketer, that indicates worldwide, digital ad spending passed the $100 billion mark for the first time last year. According to eMarketer estimates, brands investing in online marketing and content creation will increase by a further 15.1% in 2013 to $118.4 billion.
What does it all mean?
Whether you’re ready or not, your company is now in the content business. As a result, virtually every organization needs to now become a supplier of education, insights and tools that prospects and customers will find relevant and valuable to help them research, choose and use products and services.
James Keady, Digital Marketing Manager of McLaren Automotive, a British automotive manufacturer, adds this real world perspective: “Content is the voice of your brand and it is therefore important to allocate the respect, investment and focus it requires. Creating great content is difficult and delivering great content consistently through established processes is complex. However, this is what’s required if you want to take your brand from good to great in today’s communication environment.”
Content Marketing by the numbers.
There is a growing body of data that supports the notion that organization’s must embrace the idea of content marketing soon—or they’ll run the risk of being eclipsed by their competitors. We offer two dozen statistics that provide additional support for the need for every businesses to make consistent and considered investments in Content Marketing.
- 80% of business decision makers prefer to get company information in a series of articles versus an advertisement.
- 70% say content marketing makes them feel closer to the sponsoring company.
- 60% of consumers feel more positive about a company after reading custom content on its site.
- 90% of consumers find custom content useful, and 78% believe that organizations providing custom content are interested in building good relationships with them.
- 9 in 10 organizations market with content.
- More than 9 in 10 CMOs think that custom content has a positive effect on audience attitudes, strengthening the bond with consumers.
- 78% of chief marketing officers think custom media represents the future of marketing.
- 8 in 10 CMOs believe custom media should be an integral part of a marketing mix.
- 8 in 10 people prefer receiving information on a company through custom media.
- 20% of users’ time is spent surfing the Internet on content-led websites.
- According to 37% of marketing managers, the most important channel for engaging customers is content-led websites.
- 70% of consumers prefer getting to know a company via articles rather than ads.
- 2% like reading content from brands when it’s relevant.
- 57% read content marketing titles at least once a month.
- 37% visit content marketing websites at least once a month.
- 68% are likely to spend time reading content from a brand they are interested in.
- 60% are more likely to be on the lookout for products when looking at content marketing.
- Content marketing costs costs 62% less per lead than outbound marketing.
- People want to be in control of what information they receive and it’s evident from these statistics:
• 44% of direct mail is never opened
• 86% of people skip TV ads
• 91% of email users have unsubscribed from a company email that they previously opted into
- 37% of marketers say blogs are the most valuable content type for marketing.
- 86% of B2C marketers use content marketing.
- 91% of B2B marketers use content marketing.
- Per dollar, content marketing produces three times more leads.
- Content marketing generates more leads than paid search.
So where to from here?
You need to start to think about how you will address Content Marketing with a structured process and with a qualified resource to help you succeed. Delay or denial may not take your business where it needs to be.
Is your online marketing ready to meet the new requirements of Content Marketing? Or are you struggling with how to begin. Share your experience.