Member Article

Why Content Marketing?

Why Content Marketing?

Back in October we reported that Econsultancy had found that only 38% of UK companies had a content marketing strategy in place. But this wasn’t the only illuminating statistic to come out of the research, as highlighted by a recent infographic created by BlueGlass.

So why Content Marketing? Many people may be surprised to discover that search engine optimisation (SEO) was only the fifth most important reason given by marketers for why they create content. ‘Improved SEO’ received just 31% of the vote from an estimated 1300 marketers when asked what their main objectives were when conducting a content marketing campaign. So what four reasons ranked higher?

‘Increased Sales’ (33%)

Let’s face it, beyond all the fluffiness, sharing and liking that goes on, increased sales/conversions/subscriptions etc are the reason why content marketing exists. Of course, it doesn’t achieve these aims by blabbing on about products, deals or other narcissisms, but by offering value, creating interest and growing positive perceptions of your business.

‘Raising brand awareness’ (35%)

For smaller businesses that don’t have money to burn on TV ad campaigns and billboards emblazoned with supermodels, content marketing can enable them to expand awareness of their brand in cost-effective ways that simply would not have been possible in the past. Once created, content can be disseminated far and wide via social media, bookmarking sites and other channels, bringing national and even global brand awareness within reach of even the smallest home-based businesses.

‘Increasing Traffic to Site’ (42%)

One of the surest ways to increase traffic to your website is to get people interested in who you are and what you have to offer. Top-notch content that offers real value not only puts your company in the best light, it generates interest and brings virtual boots to your electronic doorstep too.

‘Increase Engagement’ (52%)

One of the great things about the Internet is that it’s a two-way conversation, or at least it is when it’s used correctly. Content such as blog posts, micro-blogs (e.g. tweets, Facebook updates) and articles doesn’t just get people interested; it can provoke them into getting involved by commenting on and sharing your output as well. This provides you with valuable information about your would-be customers, but it also greatly increases the likelihood of them buying into your products/ services/ ideas in future as it allows you to structure your campaigns to raise engagement levels.

This was posted in Bdaily's Members' News section by Jon Celeste .