You want more leads, right? A recent Nielsen study reveals that people spend more than 50% of their time online looking at content. If this is where customers are spending their time, it makes sense to be right there where they can see you. But, does content really motivate people to convert? Let’s look at the numbers:
- 58% of consumers trust editorial content
- 60% of buyers are inspired to seek out a product or service after reading about it
- 70% of consumers prefer getting to know a company via articles rather than ads
Content marketing is the type of marketing that leads to the acquisition of clients through the sharing and publishing of online content. It goes without saying that for a piece of content to go viral, it needs to be relevant and engaging – in such a busy marketplace anything less is just ignored or deleted. The best content wins – whether it is your blog, your explainer dvd, a colourful infographic, or your latest witty social media post.
This begs the question: who creates the best content? Can you simply add the task to your existing marketing activities, and trust that your in-house guys will have the know-how to get it right? Do you need a marketing agency? How hard can it be?
Before you go off half-cocked, here are 3 things about content marketing that might have you re-looking your strategy:
#1 The Best Content is Easy
In content marketing, as with most things, simple is best. Easy to read, easy to understand, easy on the eye – that’s what you need if you want it to be shared. But this doesn’t mean it is easy to create: you need your finger on the pulse to know what your demographic is looking at – and looking for – right now. Your content doesn’t exist in a vacuum – with so many slick and interesting items out there, why should the user spend their precious time on yours? There are many aspects to creating the type of compelling content that will do the work it is made to do, including quality copywriting and graphic design.
#2 Content Marketing is Free. Not.
Yes, with content marketing you can generate 3 times the leads with a saving of 62% over traditional marketing – wow, right? — but this doesn’t mean it’s not going to cost you. So, you’re not paying media costs but you are going to have to pay for things like e-books, white papers, podcasts, infographics, webinars …. your marketing agency will guide you as to the items that’ll work best for your business. The execution of your content marketing strategy means input from professionals, but it is worth it when inbound tactics save some 13% in overall costs per lead.
#3 Don’t Push
Content marketing is unlike advertising because it never pushes your message. It is enticing, compelling, attractive, pulling the customer into the fold. It leads the customer to you, not with a hard-hitting calls-to-action, but with promises of solutions, answers, and empathy. It is personal. Your mission is to attract and retain: do it gently.
Leading marketers are going big with content marketing. How big is big? In a world where 27 million pieces of content are shared each day, don’t you want a piece of the action?