What Is Content Marketing & Why It Matters?

Content Marketing

According to a recent study published in the journal Nature, it’s been 44,000 years, that’s how long people have been sharing stories.

Fast forward a few millennia, and humans are communicating more stories than ever before, from ancient Indonesian cave paintings to cutting-edge infographics.

We’ve simply changed the media.

Our digital world moves at a dizzying speed.

Like fossils, content collects dust, and today’s trendy hashtag is tomorrow’s humorous meme.

The demand for attention is at an all-time high.

According to a recent projection from data giant Seagate, over 75% of the global population would interact with data every 18 seconds by 2025.

Why are users so easily distracted?

Promotions, clickbait, flashing ads, subscription pop-ups, and plain old spam all scream for attention on the modern web.

It’s easy to see why knowledgeable consumers are embracing programs like AdBlock to streamline their surfing experience in the face of so much information.

Unfortunately for your brand’s meticulously planned marketing campaign, 2020 marks the beginning of a yearly trend that will see 35 Billion dollars in global advertising wasted.

Who’s to blame? Adblockers.

So, how does a modern brand connect with discriminating clients that value their time above all else?

How can you pique the interest of a target audience that could easily dismiss your message?

By providing them with what they desire:

It’s about the content.

So, how does Content Marketing work?

The important conclusion, regardless of how you define content marketing, is this:

It’s effective.

This is why:

Great content marketing — that is, amazing content – is genuinely engaging.

It is not necessary to persuade your readers to read your information.

They are on the lookout for it.

They are compelled to devour it.

They may be unaware that the content they enjoy is actually advertising.

Or, if they do, they value the goodwill displayed by a company that assists them in making decisions for free.

Let’s pretend you’re a well-funded company.

You could spend more than $5 million on a 30-second Super Bowl commercial and reach 100 million people at once.

Alternatively, as Joe Pulizzi recommends, the same funding may be used on long-term projects to establish a consistently engaged community of organic, voluntary brand supporters.

Is it true that a print magazine has 70 issues? Check.

Customer events on a grand scale? Check.

Hundreds of thousands of blog articles, white papers, and other documents? Double-check.

What happened to content marketing, anyway?

These budget-friendly, easy-to-implement, Google-ready ways can boost your SEO and entice your prospects, believe it or not.

Let’s take a closer look at what constitutes successful content marketing.

Beyond Blogging: What Content Marketing will look like in the 2020s

Blogging is still an important part of content marketing, but it’s no longer the only game in town.

Instead, it’s all about being versatile and reaching out to audiences across multiple media.

You may be missing out on a large potential audience if your company only uses one channel.

Add another (or two!) types of content outreach, such as:

  • Email Campaigns
  • Social Media Posts
  • Ebooks
  • Online Courses
  • Videos
  • Webinars
  • Podcasts
  • TedTalks
  • Influencer Updates

According to a 2020 Entrepreneur analysis, content marketing will expand to include these necessities as well:

  • Live Streaming
  • Content that is optimized for voice searches.
  • Experiences in Augmented Reality (AR).
  • Customers can have one-on-one chats with you using platforms like Facebook Messenger.
  • Adaptive content for your audiences depending on acquired data, such as geography, online behavior, or demographics.

As you can see, content marketing has an almost endless scope.

What unites all successful channels is a commitment to involving people in the brand’s storey and, as a result, establishing the groundwork for a trust-based community.

From industry leaders like John Deere and Red Bull to the smallest independent enterprises, 90 percent of all modern businesses employ content marketing in some capacity.

Interested in learning more about how it all works?

Let’s take a closer look at what content marketing is and what it can accomplish for you now that we’ve established what it is and what forms it takes.

The Influence of Great Content (& Why do people will love It)

It’s Not Just a Pretty Face

Readers have grown to demand in-depth, well-sourced, and shamelessly authentic content from brands large and small.

Your audience is yearning for something more authentic in the age of deep fakes and hefty Instagram filters.

Something that is worth their time.

Longer content has a higher perceived value than shorter content since it goes deeper, contains more information, and cites more research.

It’s exceptionally personalized

Everyone utilizes the internet in their own unique way.

Many consumers have grown to expect algorithms to precisely track their preferences and direct them to the information they want.

Individuals are catered to by content marketing in the same way.

Take, for example, YouTube.

Rather than using traditional television’s appeal to the popularity of well-known celebrities to boost sales, YouTube’s algorithm takes into account a tapestry of data and proposes ultra-individualized material.

It’s also working.

The Google-owned video company discovered that content related to viewers’ passions is 3 times more valuable to them than content featuring Hollywood’s who’s who, based on data from over 2 billion monthly logged-in users.

It’s Fairly Transparent

The modern consumer isn’t just interested in a brand; they want to be a part of it.

This encompasses both the finest and worst of times.

Consumers expect corporations to demonstrate corporate responsibility on social media and to be honest about product or service changes, according to 53% of users.

Transparency may necessitate a little extra effort, but it’s evident that it’s well worth it.

High openness is the key to public trust in today’s economy.

3 reasons why effort into creating effective Content Marketing is worth it

Content marketing allows you to stay in touch with your ever-changing customer base.

The way your prospects interact with information and make decisions is rapidly changing due to technological advancements.

According to a Statista analysis from 2020, more than 7 billion people worldwide will own a smartphone by 2023.

Take a moment to absorb that.

That’s approximately the entire world’s current population.

Your material has the potential to reach a truly global audience now more than ever before.

What is the challenge?

Let’s start with a group that’s a little easier to comprehend: adults in the United States.

Every day, on average, American people spend more than 11 hours watching different content channels.

That’s right, you read that correctly.

More than ever before, your brand has the opportunity to maintain continual communication with its customer base.

Conversions are driven through content marketing (without being pushy!)

For a moment, nerd out with me.

Did you know that content marketers generate six times the number of conversions as marketers that use other strategies? (Content marketing accounts for 2.9 percent of all marketing, compared to 0.5 percent for traditional marketing.)

When it comes to B2B conversions, content marketing accounts for between 0.8 percent to 1.1 percent of total conversions.

What gives that this is possible?

Take a look at the demographics of your clientele.

Your prospects, whether B2B or B2C, are looking for valuable content that stands out from the crowd.

Do you want to get their attention?

You’ll need to figure out your Content Differentiation Factor (CDF).

This is your brand’s unique spin on content that your audience has already seen.

You’re well on your way to a large increase in conversions if you can find your CDF.

Content marketing saves money (while also driving sales!)

Every company, regardless of size, is looking for ways to save money.

Content marketing is a money-saving powerhouse: it costs 62 percent less than traditional marketing and generates three times as many leads.

The field of content marketing has exploded in popularity over the last decade.

Over the last 16 years, global interest in content marketing has soared to about 100%, or peak popularity, according to Google Trends.

Content marketing can not only save you money on marketing, but it will also result in more sales from higher-quality leads over time.

How?

You’ll save money on lead generation and build a network of pre-purchase followers who, over time, will think of your brand first when making a decision if you use opt-in advertising (also known as subscription-based advertising).

Are you prepared for Your Business to Succeed?

With the advancement of new technologies and an ever-increasing potential audience, content marketing will only become more vital in the future.

Are you ready to prove your brand’s worth, develop a community, and convert your audience into passionate action-takers?

It’s time to bring marketing back to life. It’s time to start planning your company’s content marketing strategy.

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