Content marketing is the phrase that just won’t leave you alone. You hear it tossed around in meetings and cubicles like it’s the best thing that’s happened to marketing since the Mad Men days. Ninety percent of organizations use content as part of their marketing efforts, but you aren’t going to be taken in by the excitement of this digital marketing methodology until you get the numbers to prove it.
Brands that are willing to invest in high-quality content can reap the rewards of increased content marketing ROI thanks to their efforts.
As far as you’re concerned, there’s only one question that matters: is content marketing effective? Maintaining a high marketing ROI is your top priority. If content marketing is going to be part of your brand’s strategy, it needs to pull its weight. We couldn’t agree more, which is why we’ve rounded up compelling statistics to prove that content marketing, when paired with solid branding practices, can yield the long-term results you’re looking for.
Content marketing may seem like a passing trend, but it’s popular for a reason: it works. This digital marketing methodology can make a big difference in bringing new leads to your organization, but only if it’s used correctly. Apply the lessons from these statistics and watch as branding and content marketing come together to increase your organization’s marketing ROI.
While buyers may be annoyed or distrustful of ads, many people actively seek out content produced by brands because it provides them with valuable information they need. Ninety percent of searchers haven’t made their mind up about a brand before starting their search. Well-crafted, on-brand content can be the deciding factor.
Many organizations make PR a top priority, but it turns out that well-branded content can make even more of an impact on your bottom line. Blog content has been rated as a trusted source for finding accurate information on the internet. In an age when traditional journalism and advertisements are viewed with skepticism, branded blog content can establish your brand as a trusted authority in your industry.
Good content marketing that aligns with your brand values and targets your customer personas doesn’t come cheap, but it’s more cost-effective than the alternative. Not only does content marketing costs 62 percent less than traditional marketing, it also generates more than three times as many leads per dollar spent. Brands that are willing to invest in high-quality content can reap the rewards of increased content marketing ROI thanks to their efforts.
The last thing you need is another expensive marketing strategy that yields mixed results. Content marketing isn’t magic, but it is effective when done well. Conversion rates are nearly six times higher for marketers who have adopted content marketing compared to marketers who haven’t. As Neil Patel says, “Blogging is a key factor in the growth of any online business”—so much so that 82 percent of marketers who blog see a positive ROI from inbound marketing.
Creating high-quality blog posts that share your brand values can mean big things for both your site traffic and your lead generation. Well-written posts that appeal to your buyer personas is vital to a successful content marketing strategy, but branding is the hidden factor behind increased leads. Blogging increases your reach and introduces new visitors to your brand—but if that brand is inconsistent and without a clear mission, you risk losing that new lead. Visitors who feel disconnected from a brand and who don’t know what next step to take are likely to click away. Strong branding used alongside content marketing best practices, like strategic calls to action, is the winning combination that converts visitors into leads.
Content drives traffic, plain and simple. Targeted blog posts that meet the needs of your audience can help you get the most marketing ROI from blogging. These high-quality, evergreen posts have the potential to become compounding, meaning they continue to attract new readers over time. Compounding blog posts generate 38 percent of overall traffic, and in the course of its lifetime, just one compounding blog post creates as much traffic as six decaying posts.
It’s not enough to throw up a blog post that looks just like what everyone else is creating. Eighty-three percent of B2B buyers say thought leadership builds trust in an organization, and 96 percent of B2B buyers want content with more input from thought leaders. You’ll build trust with your audience and establish yourself as a leader in your industry if you intentionally create content with thought leadership at its core.
Still not convinced that thought leadership makes a difference in your marketing ROI? A report from Edelman reveals that thought leadership is even more important than marketers themselves realized. Not only did 48 percent of C-suite executives report that thought leadership content directly led them to giving a company their business, another 41 percent invited the company to propose on a project, even though they previously hadn’t considered working with them. Your content marketing ROI has huge potential if it includes relevant content from thought leaders in your organization.
If boosting your marketing ROI is your top priority, content marketing could be the answer you’re looking for. Now that you know how content marketing can impact your numbers, you need to learn how to track those results. We’ve got you covered with these killer KPIs to show content ROI.
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