The Importance of Content Marketing

Content Marketing from a laptop - The Optical Journal

A couple of years ago.. the big announcement was BLOGGING was dead… come to find out Blogging is more important today than it is ever been and you know why? It called Content Marketing (the new buzzword) Content marketing sounds a lot better than blogging. So What is it?  According to Wikipedia: 

Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. …Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. …

What that means is with the consumer shutting down ads (Think TiVO) blocking ads and pop – up on their computer, the day of ‘traditional advertising’ has changed. It is now about informing, educating customers and potential customers via a non-selling technique.

The other part of content marketing is ‘getting found’. When Google came out with Google glass they had to change the way people search. Instead of plugging in search on your computer ‘eyeglasses san diego’ they talk into the smart glass and will say something like ‘find me red glasses near my zip code’.  Ergo.. that is why blogging as a content marketing strategy is important.  Now you post on your blog.. Just IN.. Red Glasses from.. ABC eyewear company.

Ran across this article on Content Marketing from Exact Target Blog which listed all the stats and references on Content Marketing. Once you read the below edited stats, you might reconsider your ‘Content Marketing’ strategy.

  1.  B2B companies that blog generate 67% more leads per month than those who don’t. (Social Media B2B)
  2. 62% of companies outsource their content marketing. (Mashable)
  3. 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council)
  4. Interesting content is a top 3 reason people follow brands on social media. (Content+)
  5. Social media sites and blogs account for 23% of all time spent online. (Content Marketing Institute)
  6. 78% of consumers believe that organizations providing custom content are interested in building good relationships. (TMG Custom Media)
  7. Blogs give websites 434% more indexed pages. (Content+)
  8. The average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373). (Hightable)
  9. Blogs give websites 97% more indexed links. (Content+)
  10. 86% of B2C marketers use content marketing. (Content Marketing Institute)
  11. Companies with less than 10 employees allocate 42% of their marketing budget to content. (Content Marketing Institute & Marketing Profs)
  12. Interesting content is one of the top 3 reasons people connect with brands on social media. (Content+)
  13. Social media sites and blogs reach 8 out of 10 of all U.S. Internet users. (Content Marketing Institute)
  14. Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate. (Hubspot)
  15. 90% of consumers find custom content useful. (TMG Custom Media)
  16.  57% read content marketing titles at least once a month. (CMA)
  17. Articles with images get 94% more views. (Jeff Bullas)
  18. 37% of marketers say blogs are the most valuable type of content marketing.
  19. 58% of consumers trust editorial content. (Nielsen)
  20. 68% of consumers spend time reading content from a brand they are interested in. (The CMA)
  21. 90% of consumers find custom content useful. (TMG Custom Media)
  22. 20% of users’ time is spent surfing the Internet on content-led websites. (The CMA)
  23. 60% of consumers feel more positive about a company after reading custom content on its site. (Content+)
  24. Companies with active blogs receive 97% more leads (Content+ 2013)
  25. Content creation is ranked as the single most effective SEO technique (Marketing Sherpa 2013)
  26. 27,000,000 pieces of content are shared everyday. (AOL and Nielsen)
  27. 60% are more likely to be on the lookout for products when looking at content marketing. (The CMA)
  28. Mobile-optimized content marketing increased from 15% in 2011 to 33% in 2012. (Content Marketing Institute and Marketing Profs)
  29. Articles with images get 94% more views (Content+ 2013)
  30. 55% of B2C marketers plan to increase content marketing spend next year. (Content 

Interesting statistics would you agree?


Erkers 1879 Eyewear - The Optical Journal