I’m going to take a wild guess and say that you’re probably in business to generate leads, close sales, and make money. So, the most important information for you about content marketing and content marketing tactics would have to do with what generates both leads and revenue. The following content marketing statistics are what I call “why” statistics. When yet another executive asks you that annoying (but essential) “why?” (Why should we start a blog? Why should we spend money on content marketing?) as you present a new plan or strategy for your marketing team, these statistics can answer the question and silence the superior. Just a spoiler alert, the answer to the “why” question in each of these is almost always that the strategy or tactic generates more leads and revenue or benefits your business in a measurable fashion.
→ Why Content Marketing?
Let’s start broad. Why would anyone hop on the bandwagon that is content marketing? Hundreds of companies are doing it, sure. But why? Well, in general terms, “inbound marketing delivers 54% more leads than traditional marketing.” Also, it turns out that “per dollar spent, content marketing generates approximately 3 times as many leads as traditional marketing.” So, 93% of B2B companies are using content marketing because it generates more leads than traditional marketing strategies.
There’s also the cost question associated with why businesses are implementing content marketing. Well, “content marketing costs 62% less than traditional marketing.” That’s cool, but also a pretty general and sweeping statement, so consider this: “the average cost to generate a lead through inbound marketing ($143) is about half the average for outbound marketing ($373).” I hope you can now answer the question “Why Content Marketing?”—it is more effective and less costly to generate leads through a content marketing strategy.
You may have already known all of that, so I wanted to answer some more “why” questions that have to do with content marketing tactics.
→ Why Blogging?
If you have seen and understood the benefits of content marketing, your next question may be what content is the most effective. Well there are a variety of options starting with blogging. At the top of the funnel, “ blogging increases web traffic by 55% for brands.” So you get more traffic to your website. Once again we all need to be reminded that traffic doesn’t equal leads. However, it would seem that blogging does. Not only do “companies with blogs get 97% more inbound links than others,” but “B2B companies that blog generate 67% more leads than those who don’t.” Of course, this doesn’t mean that any business can just set up a blog account and expect to get a huge leap in lead generation. The key part here is that these companies consistently blog quality content to their customers. As a result—more leads, more sales, more revenue.
→ Why Email?
Email may be on its way out, but people still use it all the time, so your business can still market and sell to customers through quality emails. One reason to stick with email a while longer is that “e-mail remains a significantly more effective way to acquire customers than social media—nearly 40 times that of Facebook and Twitter combined.” Slightly more traditional marketers can trumpet the effectiveness of email, but the interesting thing about the most effective emails is that “an email that includes social sharing buttons drives click-through rates by 158%.” So, email is a good way to reach customers and acquire them, but you should also be starting a social media marketing endeavor as it becomes more and more effective.
→ Why Social Media?
It turns out that there’s more to social media than random tweets and posts and pictures. The most important thing to consider for most businesses when it comes to social media is, as we’ve been saying, whether it will contribute to leads, sales, and revenue. “Company sales with the highest social media activity increased their sales by 18% +.” Also, putting control of social media into the hands of the sales reps seems to be the best idea because,“72.6% of salespeople using social selling as part of their sales process outperformed their sales peers and exceeded quota 23% more often.” Like blogging, social media won’t drive sales if your business merely has a bunch of empty social media profiles. Content marketing works because customers who are on social media sites are able to interact with your relevant and interesting content pieces. Speaking of your relevant and interesting content pieces, look at some more answers about why you should implement certain kinds of content.
→ Why Visual?
Make your content more effective by using visuals, whether it is photos or videos. For your written content, spread the word with images since “articles with images get 94% more total views.” More views, well, that’s not more leads. True. Video has a better track record in terms of actual conversions and sales. For example, “Rypple… a social performance management platform owned by SalesForce, recently added an explainer video to their home page and increased conversion rates by 20%.”
Zappos had a similar experience. They “successfully videoed employees demonstrating their products, resulting in an upturn in sales of up to 30%.” Visual content converts, and if you can invest in it, your sales will see the difference.
Content marketing, quality blogging, emailing, social selling, and visual aids can and will help your company fulfill any objectives having to do with generating leads and revenue. You don’t have to see content marketing and all that goes with it as a gamble anymore. If you are asking why you should implement, or if an executive asks you why they should allow you to implement, point to the numbers. More leads and less cost is the answer to why anyone should pursue content marketing.