Is Content Marketing Still Worth It? 08.17.18

Is content marketing still worth investing in?

For more than 90% of marketers, content marketing budgets have continued to climb or at least remained the same over the past few years, according to a recent study which surveyed more than 2,500 B2C and B2B marketers around the world.

In fact, content marketing itself has been around for a long time, but it has been redefined — what used to exist only as flyers, brochures, posters or simply information about a product has also taken the form of blogs, e-books, infographics, podcasts, and videos.

Content has shifted from being just a marketing asset to a marketing discipline with its own set of strategies, plans, and best practices. Why? Because today, people are doing more research before buying a product or enrolling in a service.

Content marketing enables businesses to provide more valuable information to their potential customers, helping them make purchase decisions, and moving them along the funnel to become paying customers.

The fact remains that in a world of content overload, there still isn’t enough quality content out there, meaning a major chunk of content produced goes unnoticed. If you want to stand out in this overcrowded landscape, you need to craft content that’s genuine and is focused on adding value to your audience.

That said, here are some reasons why content marketing should be a priority for your business, even now.

#1 Content marketing is a long-term strategy

You can’t expect to see overnight ROI gains from a new blog that you just published, even if you think you’re using the right metrics. The same expectation should go for other forms of content, too. It may take weeks or even months to see a piece of content bring in desired results simply because some people do their research long before their purchase, or long after.

On the bright side, quality content can be of value for much, much longer than the date you publish it. As such, content marketing (done the right way) should be an investment that pays dividends far into the future. If you’re looking for short-term gains, you may be disappointed.

#2 Content marketing generates more revenue than traditional marketing

This might seem contradictory to what we just said above - allow us to explain. Content marketing generally costs less than traditional marketing and generates at least three times more ROI. According to research by Curata, 74% of companies report that content marketing increases their lead quality and quantity, driving more profits. Hubspot indicates that content marketing doubled its conversion rate from six to 12%.

Moreover, content has a life of its own. If a post on Facebook is shared by many people, it can go viral, and all it cost you was a single post.

#3 Content marketing is preferred more by consumers

Content marketing does not force itself upon the audience. A survey conducted by Roper Center found that 80% of consumers prefer articles to blatant advertising. In addition, 70% said that reading content made them feel closer to the company.

Content marketing makes it more interesting and of more value to the customer and is more personalized. It also helps you connect with your customers, especially if your content strategy is in the form of stories or personal experiences.

#4 Content marketing adds value

People are looking for authentic and honest information on the internet. They are willingly typing in keywords and looking for information that you then provide to them. This differs from traditional marketing in the sense that instead of just trying to sell something, you put in the effort to ease the customer into the purchase by answering their questions and giving suggestions.

#5 Content marketing builds your brand image

One of the biggest advantages of content marketing is that it builds the reputation of your brand. It shows that you are accessible, can be reached out to, and that you put in the time and effort to talk to your audience. It helps build trust with your customers and establishes you as an expert in your field. Content marketing can also help give you an edge over your competitors. Great content can make you stand out.

#6 Quality content adds to your SEO efforts

If you research your keywords and use good longtail keywords inside your content, you’re practicing good Search Engine Optimization (SEO) strategy. People who might be searching for different topics while browsing the web could stumble upon your article and be drawn into your website. Remember to tailor your content for different parts of your conversion funnel (top, middle, bottom) to be most effective.

Content marketing is a way of adding valuable information to the internet. If you take the initiative to deliver good quality, reliable and authentic content to consumers on a consistent basis, your efforts will be rewarded, and you’ll become a trusted industry resource.

If you’re struggling to devote enough time to create content, we can help you supercharge your content marketing efforts. Contact us today!