Does Content Marketing Actually Work?
Updated: Sep 18, 2020
Short answer, yes. Content marketing works. But let's get into the long answer.
There are many reasons why content marketing has grown in popularity within businesses marketing strategies, and this post will give you the breakdown of these so you can really see just how successful it can be.
An interesting statistic: 47% of buyers still view 3 to 5 pieces of content before engaging with a sales representative, companies with blogs tend to get 67% more leads than those who don’t have a blog, and Inbound marketing close rates are still 8 to 10 times higher compared to those of outbound efforts.- ProfitWell.
If we go one step further and look at the Content Marketing Institute, we discover the 10 statistics they offer as evidence of the success of content marketing. 200 million people now use ad blockers, so online advertisements aren't going to work as well as they once did. But let's face it, add pop ups can be annoying and tech savvy people have worked their way around seeing the ones they don't want to see. However, since this has been realised, content marketing has swept in and overtaken paid ads as the top form in marketing strategies.
You can also read our other blog post on why content marking is important here.
I have taken it upon myself to put together the 4 C's to help break it down and put into perspective the positives of using content marketing. Using content marketing is:
💥1. Cost Effective
1. One factor which contributes to the success of content marketing is how cost effective it can be. Instead of paying for ads, you can can use social media and websites in order to market your content. Of course, on these platforms you can pay extras, for features such as promoted posts and professional website accounts, but these cost are much lower than paying for ads.
2. Content marketing allows you to be coherent. Your audience will want to see consistent marketing, and by doing this you are able to engage with them frequently and build relationships between company and client. You can't do that with pop up ads!
3. Compelling content is just what you get when content marketing is done correctly and effectively. If you're able to compel your audience, they're more likely to come back for more which generates views, SEO and potential sales. Sounds good doesn't it? Thats because the right content used for marketing purposes really can make the world of difference, so make sure yours draws in your target market and keeps them gripped.
4. Being able to tailor your marketing to what your audience engage most with is a massive perk when it comes to content marketing. This follows on nicely from keeping your audience gripped, because you can do this through the customisation of your content marketing. Seen that your audience are enjoying specific Instagram posts? Keep them up, but make them personable and custom to your auidence.
So, you've seen the stats and you've seen the ways in which it works, are you ready to believe it's successful now?
If I haven't managed to fully convince you of all the wonders of content marketing, how about some more material to sway you? Try this blog post over on Lyfe Marketing.
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About The Author:
Courtney is an editor, copywriter and PR assistant for GuidedPR. She has 7 published articles in her universities newspaper, The Founder, about lifestyle. She has also created her own blogging website where she reviews books, music and lifestyle products as well as conducting interviews. She has a BA in English Literature from Royal Holloway and is starting a MA in News Journalism.
Find her on LinkedIn here.