How Invested Are You In Content Marketing?
There has been exponential growth in the use of content marketing over the past three years. A trends report published by Content Marketing Institute (CMI) found that 29% of companies are currently spending their entire business marketing budget specifically on content marketing.
A comparable survey conducted by LinkedIn in 2014, found that only 1% of companies allocated their entire marketing funds towards content marketing, whereas the mode category was 10% of companies who only used 18% of their financial resources. This proves that it was an under-represented marketing vehicle at the time.
There is no doubt that content marketing has since exploded as a way in which to spread the word about a brand. The question is no longer whether content marketing is worth investing in, but how much of your budget you should be putting towards this type of campaign.
Marrying Business Goals with Your Marketing Strategy
Before investing in any type of marketing activity, you must draw up a strategy which provides you with clear business goals that you need to achieve. Content marketing is no different and you might be interested to see how it affects goals such as increased lead generation, sales enablement, audience engagement or brand awareness. The amount that you choose to invest in content specifically, will depend on your estimates for ROI compared to other marketing channels.
It is vital before beginning a content marketing operation that you devise a way to accurately measure the success of your campaign. You will need reliable metrics in place to help assist you with tracking the value of your strategy. This will allow you to monitor its efficacy and be able to make changes to enhance it when required. The metrics you use will vary depending on your goals. However, they might include tracking conversions, CTRs, social shares, social followers, article views, or blog comments.
Proper planning in terms of what these goals will mean to your ROI, will enable you to draw up a budget and allocate resources towards content creation accordingly.
Delays May Cost You More
Those that remain unconvinced by the merits of investing in content marketing, or are finding it difficult to convince executives of its benefits, may get left behind in the long run if they are slow to join the party. Your industry competitors are likely already doing it and word will be spreading about their brands. The longer it takes you to get involved, the more you’ll be playing a game of catch-up, particularly when it comes to the design of evergreen content.
Providing current, relevant posts about news within your industry has many advantages particularly with regards to SEO, but this type of content can quickly become outdated. Those brands who invest in the regular creation of comprehensive articles and guides that don’t age quickly can keep on attracting new readers years down the line, who might then potentially convert into sales for the company.
By getting on-board sooner rather than later with the notion of content marketing, you won’t need to use as many resources to rival your industry competitors as you will if you choose to wait. Imagine how much content your competitors can produce in six months or even a year.
Make Your Content Stand Out
According to CMI, 70% of B2B marketers are looking to create more content this year compared to last. Of course, one of the challenges with such growth in the content marketing industry, is that the arena is quickly becoming saturated and therefore it’s vital that your business produces compelling content that stands out from the crowd and appeals to your target audience. Here are some content marketing trends that have taken off recently and look set to have a bright future in 2017.
- Video Marketing – as online videos are estimated to make up 75% of all Internet traffic in 2017, if you’re not yet using video marketing, then you should be. It is consumed most frequently on social media, where 500 million Facebook users watch vids every day, in comparison to 82% of Twitter users.
- Interactive Marketing – allow your audience to become engaged with your brand by providing some interactive content marketing features, such as clickable polls on social media.
- Influencer Marketing – amplify your content with the assistance of an industry influencer who can reach out to their own network and promote your brand on social channels. 86% of marketers used this strategy last year and most are looking to double their investment in 2017.
Content marketing looks set to stay. Invest in it as a fresh strategy for your brand and use it as a prime opportunity to increase the reach of your business throughout 2017 and beyond.
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