There’s no doubt about it. Content marketing is becoming the predominant method of acquiring brand awareness and generating leads. Per dollar spent, it generates three times as much as traditional marketing, according to Content Marketing Institute, which is probably why marketers spend nearly a third of their budget on it.
Recently, NewsCred’s 50 Stats You Need to Know About Content Marketing illustrates just how integral custom content is to growing business. Although good stats often speak for themselves, I find it helpful to highlight how to integrate the underlying message with actionable recommendations.
So I’ve pulled six stats that I find worthy of the limelight, and paired each one with a suggested action item. That way, after you’ve read the stat, you’re not left asking, ”OK, but what’s your point?”
Because I’m going to tell you…
#1. The stat. Companies with an active blog report 97% more leads
What’s your point? What’s the use in establishing a blog if you’re not going to post to it? In order to establish yourself as a consistent and credible source, consider posting at least 3 blogs a week (Hubspot recommends 15+ times a month!).
An active blog doesn’t have to require a huge time or money investment—every post doesn’t have to be a thoroughly-researched essay by a contracted Nobel-laureate. The beauty of a blog is that posts can be short-form, long-form, video-format, photos, or infographics; and anyone from your organization can contribute! If active blogs receive more leads, and leads turn into closed deals, then start pumping out that content!
#2. The stat. 90% of users listen to recommendations shared from friends
What’s your point? Create content worth sharing. Social media platform algorithms are really challenging marketers to either pay to play or post quality content that draws their audience in. If you can get one person to believe your content is worth clicking and sharing, you’re halfway to getting buy-in from their network as well.
#3. The stat. People spend more than 50% of their time online with content and an additional 30% of their time on social channels where content can be shared
What’s your point? Now that you know how they spend their time, it would be wise for you to occupy the space where your audience is surfing. And try to be everywhere. It may not be enough to just secure the Twitter handle for your company name and call it a day. If your audience is viewing and sharing content on multiple platforms—Facebook, LinkedIn, Google+, Pinterest and the like, you might want to do the same!
#4. The stat. 70% of consumers prefer getting to know a company via articles over ads
What’s your point? I know it’s easier to pay to get your brand logo and a call to action in the margins of Google or [insert social media platform here]. But this stat shows it’s more effective to invest the time and resources into highlighting your company with more depth. Whether you’re posting custom content or being interviewed or cited by other authors, this will give consumers a better glimpse into your brand and message.
#5. The stat. Posts with videos attract 3x more inbound links than plain text posts
What’s your point? Watching and listening to content is not only more engaging than reading, it’s just plain easier. A big colorful image with a play button screams “click me” a lot louder than a text-dense block. Not to mention, it’s a lot easier to consume information on-the-go this way. Video doesn’t necessarily have to be an Academy Award-worthy production. It can be as simple as voiced-over images or slides. Give it a try.
#6. The stat. 75% of smartphone users watch videos on their phones, 26% of whom use video at least once a day
What’s your point? It’s no secret that the landscape has changed with the advent and continuous evolution of social, mobile, and video. Mobile-friendly content has become a consumer expectation, not just a perk. If you’re creating content, consider making it compatible with iOS, Android, and Windows devices (among others) so that your tech-savvy audience can view it at their convenience.