Effective companies have a 2.4 times larger share of the budget for content marketing (39%) compared to 16% of the budget allocated to content marketing by those who rated their success less.
Effective companies are better at produce engaging content (although this is a common challenge); 34% of effective companies noted that it is difficult for them to generate engaging content, while among inefficient companies, this difficulty was already noted by 61%, which is almost twice as much.[1]
a new position in marketing, writes Forbes.
In the October 2013 issue of Forbes, columnist Jason Demers argues that more and more top managers will view content marketing as a necessary item of marketing spending. This means that companies will need responsible managers whose responsibilities will be the creation of a content strategy, its implementation and performance monitoring. And “content director” is the most appropriate title for such a position.
“Companies that do not assign the responsibility for creating and distributing content to specific people or departments will lose the battle,” writes Jason.
>86% of successful companies have a person who oversees content marketing. Among low-performing organizations, only 46% indicated the presence of such a manager.[2]
5. Content marketing helps to attract more customers at less cost.
Seth Rand, founder of Rand Marketing, cites the results of a study , during which more than 60% of marketers surveyed noted that content marketing increased both the quantity and quality of incoming leads - potential customers. According to another study, using content marketing to attract customers turned out to be 38% cheaper than other types of marketing, and the number of leads increased almost three (!) times.
About the same effect says the founder of TexTerra agency Denis Saveliev, who, in an interview on the Zillion portal, notes that a typical result of applying a good content marketing strategy is a 2.5–3 times reduction in the cost of a lead. True, this happens a year and a half after the start of the implementation of such a strategy.
In other words, good content marketing has a tangible commercial effect, which can be expressed in the fact that the flow of customers increases and the cost of attracting them decreases. What to choose is up to you. Either reduce acquisition costs or increase the number and volume of sales. Profits will increase either way.
6. Large informative articles, videos and guides have the highest return on investment of all content marketing tools.
According to a study conducted by Copy Press among marketing executives , the three best tools in terms of return on investment were large informational articles (feature articles), videos, as well as white papers - guides, reviews, mini-books that help you choose a particular product or solution.[3]
< br>In conditions of time and budget deficit, content marketing can start with materials in formats that give the maximum effect with minimal production complexity. Often, company employees have very valuable experience that they will be ready to share with clients if they have the opportunity.
For example, we did a series of interviews with specialists from a fitness club chain, after which we prepared several articles that turned out to be interesting and informative enough that access to them can be offered in exchange for email addresses of site visitors, thus building a subscriber base.
Good articles go viral. Married couple Mark and Angel Chernoff have been running their personal growth, psychology and development blog marcandangel since 2006. One of their articles - "30 Things to Stop Doing to Yourself" (30 Things to Stop Doingto Yourself) - received an unexpected response in social networks - 660 thousand (!) People shared it on Facebook, tens of thousands on Twitter and 5 thousand - on LinkedIn. Thanks to this, Mark and Angel received a huge influx of new subscribers almost for free. Why is it important? Because then they offer their subscribers to purchase already paid products - e-books and audio recordings.
As content marketing practitioners say, you never know which article will become viral and cause a resonance. Often, material that takes a week to write goes unnoticed, and vice versa – what is written in half an hour at a table in a cafe is suddenly actively picked up by social networks and acquires a viral effect. Therefore, I recommend preparing a minimum of 12-15 diverse publications to start a blog or online magazine in order to test the interest of the audience and ensure a variety of materials.
7. Your subscriber and customer base is your main asset.
br>You need to try very hard so that the person himself returns to your sa
