It’s hard to dispute that content marketing will play an integral role in the future of digital marketing. Pinpointing why is tougher.
Content marketing has been an amazing revelation in the digital marketing world. Being able to connect consumers with the information that they care about has improved products and customer experiences alike. However, there are many small pieces that come together to make the medium such an effective one, and one that will grow for the foreseeable future.
More than 200 million people are now using ad-blockers
Although mobile is increasingly becoming the most popular way for people to browse the web, about half of all internet traffic still comes from desktop computers and laptops. Today, more than 200 million people use ad blockers when surfing the web, a trend that is particularly common the younger the demographic.
This isn’t great news for companies that rely heavily on paid traffic, and is one of the reasons why content marketing has started to find a serious foothold among even the largest brands in the world. It is important that companies are able to recognize that ad-blocker usage will only grow in the future and is also likely to become more common on mobile.
88% of B2B companies use content marketing
Content marketing is particularly popular among companies in the B2B industry. The majority of B2B marketers use content marketing within their digital marketing strategies – a whopping 88%.. For many, it is a foundational piece of their overall strategy. Content marketing is a great platform for explaining products, introducing complicated subjects, and delivering information that your users will find engaging – which makes it particularly suitable for B2B companies.
Email marketing provides the highest returns per dollar spent
That’s right. Email marketing is perhaps the best investment that a company will ever make. While customers will love your content and the subjects that you cover – the real relationships are built through email. That is where you get to really know your audience and receive the most direct feedback on your marketing content.
Year-over-year growth is 7.8x higher for content marketers
According to Aberdeen, year-over-year growth is 7.8x higher (19.7% vs 2.5%) for companies that engage in content marketing. Developing content is a long-term investment for a company. It enables them to ensure that they are reaching a wider audience, and have marketing materials that can be re-purposed for years to come.
73% of organizations hire someone to manage their content marketing
For many years, content marketing was a bit of a black sheep in the digital marketing world. It was seen as lesser in the eyes of those that had paid advertising success. However, that is simply not true anymore. According to CMI, 73% of organizations hire someone to manage their content marketing.
That’s a number that has rapidly risen from where it was even a few years ago, and will probably continue to grow well into the future.
Half of B2B buyers rely on content for research before making a buying decision
That’s right. Before a business goes and invests in a new product or service, they will turn to content to learn more about it. Who would have thought? We are reaching the point where providing content in some form has become the expectation.
Going above and beyond with the content that you produce is great and will pay off in the long-term, but all companies, especially in the B2B space, should have a bare minimum when it comes to content for their audience to sift through when making the buying decision. Not having it could do a lot of harm.
If you would like to learn more about how small business blogging and content marketing could help your company to reach new audiences and grow, please contact us today to schedule your initial consultation with our blogging experts.