96% of marketers say Content Marketing is effective for their brand in 2019, in the Hubspot annual State of Content Marketing survey.
Despite dwindling attention span of readers, who are already overflooded with a deluge of information across mediums in the digital age, content marketing is still at the heart of successful digital marketing campaigns; with its significance only increasing year on year.
Content Marketing is a strategic approach to distribute relevant and valuable content targeting the desired audience, eventually, prompting them to a profitable action as well.
Content Marketing remains the present and the future of marketing. Rightfully so for several reasons.
1. Relevant information is still in demand
“We are drowning in information, but starved for knowledge” ~ John Naisbitt
With the advent of Google, we can access a million results for anything we can think of keying in, but few results are sufficiently relevant. As a customer progresses on the buyer journey of awareness, consideration, and decision-making, he or she is looking for precise information that will influence the transition from one stage to another. Information corresponding to these needs is still not available in a readily consumable manner.
Content Marketing helps brands construct relevant and engaging content explicitly targeted to answers customers are looking for at different stages along the buyer journey.
2. Quality content is a cost-effective way to lead generation
Cost-effectiveness of content marketing remains unmatched even with the best conversion rates on paid ads. A study by DemandMetric reveals that content marketing costs 62% less than traditional marketing.
Additionally, every dollar spent on Content Marketing can generate three times as many leads as traditional marketing. Lead generation is a critical function of businesses of all sizes, especially small businesses that rely on new leads to boost sales.
Moreover, compelling content marketing can help turn customers into loyal brand evangelists, which is the need of the hour for businesses struggling to compete in highly competitive markets.
3. Content Marketing builds trust in the minds of the customer
Content Marketing acts as a bridge between the brand and the customer. With every piece of targeted content, a connection develops between the desired customer and the brand. As the readers engage with every piece of content, they form opinions regarding the brand. Higher the value perceived by the customer through quality content, more significant is the trust placed on the brand.
Even if the customer is not looking to buy immediately, the brand authority built through content marketing ensures that they approach the brand when they are ready to purchase. Through valuable content, content marketing establishes brands as thought leaders in an industry.
4. Educative content influences higher conversions
Quality content often influences conversions. A study by CMI revealed that content marketing gets three times more leads than paid search advertising. Hubspot reports that inbound marketers can double the site conversion rate from 6 to 12% with content marketing efforts. While the statistics vary from survey to survey, the findings remain constant. Optimized content with a clear call to action leads to higher conversions. Also, customers educated through a brand’s content marketing efforts through the consideration stage are often loyal to purchase from the same brand.
However, it is necessary to keep in mind that content marketing is time-consuming, and the results may not be evident immediately. Content Marketing guides customers from the awareness and consideration stages towards the buying stage, which could take a while varying from customer to customer.
5. Optimized content builds Organic SEO
Content Marketing Institute reveals that websites with blog pages have 434% more search indexed pages than websites that do not publish content. Such quality content is useful in compounding organic traffic over time. Compounding organic traffic implies that every rupee invested in creating quality content has a multiplier effect on organic traffic generated.
With content optimized around multiple keywords targeted, content marketing significantly enhances a brands’ chances of ranking higher in search engine results. It is also easy to update such content to reflect relevant trends. It is not therefore surprising that marketers have set aside almost half their marketing budgets (41%) solely on content development.
Quality content is here to stay. The channels of distributing the content have evolved time and again, but the power of the written word still attracts quality leads that will generate value for businesses in the years to come.