A great customer experience always lies on great content marketing. With digital transformation in full swing, content has become the new focal point in the overall brand marketing effort.
Great content is never static. It moves with society and technology. In the wake of recent trends, we have traced 5 content marketing facts you absolutely need to know. And yes, they are all true.
In the last decade mobile technology has had a considerable effect in increasing the points of contact between brands and customers. You website is still the primary digital business card you have, but not the only one. The spread of digital properties makes it mandatory to focus efforts - and money - on your online and mobile customer experience.
"Roughly 27 million pieces of content are shared on the web every single day."(AOL, Nielsen)
That number will only continue to grow, showing the role of epic content as true king of the marketing landscape. Would you spend your - low - budget on traditional advertising rather than the set-up of a smooth ‘content creation machine’?
It’s a fact that inbound marketing delivers 54% more leads than traditional outbound marketing.
“Content marketing has flipped the traditional marketing models from the push paradigm to pull.” (Jeff Bullas)
Marketing for the Age of the Customer can’t even exist without content. In the pre-Internet age ‘space’ was the main element of competition; today brands challenge to retain ‘attention’. The attention of customers is critical to succeed in crowded markets and pave the way for trust and loyalty.
The following stats highlight how competitive content will be in the next years:
- Content marketing (30%) is considered the most commercially important digital marketing trend for 2015; more than big data (14.6%) and marketing automation (12.8%) (Smart Insights);
- Marketers now spend 25% of their budgets on content marketing, and 78% of CMO’s think custom and personalized content is the future of marketing (Yahoo Advertising);
- 86% of companies are doing content marketing, but 56% admits they do not have a defined strategy for it (Content Marketing Institute);
- 53% of marketers rank content creation as the single most effective SEO tactic (NewsCred).
Quality is the most important factor you should focus on to increase conversion rates in the inbound marketing perspective. Remember: remarkable content is never product-based; it’s a solution that puts together customers’ needs/desires and company goals.
Content marketing is not about luck; it’s about producing and distributing relevant content, to deliver your message, strenghten your brand identity and empower your customers.
You are your content, and what you share is what you narrate about yourself. That becomes even more true now that you deal with customers that spend most of their time sharing thoughts and opinions on social networks, using their mobile devices.
Smartphones, tablets, and - last, but not least - the Apple Watch, disrupt the way people communicate and, consequently, how brands build engagement. And content marketing is a puzzle with many moving parts:
- Start with finding your true why - your vision and mission;
- Build upon your archetype - the foundation of brand identity;
- Blend storytelling and technology - evolve to involve;
- Involve different channels - blog, social media, email marketing, online advertising;
- Use content to deliver highly personalized experiences at the right time.
If you want to create an amazing digital customer experience, all pieces of your content marketing need to match perfectly. Relationships rely on honest, relevant communication across all touch points of the customer journey. And the content you create is your first line of communication with prospects and potential leads.
So, what does the actual landscape look like? Here are the 5 content marketing facts we have promised. They might not surprise you, but it’s way more surprising how many companies still ignore them.
NEED A PLAN?
Just like anything else in life and business, you need a plan to create a competitive content strategy. You can’t just throw online articles, blog articles and social posts, expecting that customers come to you miraculously. That will never happen, and even Google won't notice you. Coherence and consistency, these must be your keywords.
MIND THE COST
Don’t think that it all comes down to being creative. Yes, the ability to stand out and delight customers with unique content is priceless, but content marketing has a cost (usually 33% of all marketing budget). Not all content is good: you need ideas, you need expert people, you need technology and software. You do need a budget.
As Hubspot says, “Distribution is what makes content relevant for a specific buyer persona.” Creating invaluable content is useless when nobody reads it. Be sure that you design 'shearable' contents: Nielsen research reveals that users share content when it is trustworthy, helpful, current, relevant, and easy to access on all devices. Or it's about cats.
MEET THE EYE
Internet is a huge database of information. How can you attract customers with your piece of content evenly distributed around the web? Remember that any channel has its own rules: information and delight might come from long articles but the most loved pieces of content are infographics, engaging videos and amazing visuals. Be epic!
By 2016, there will be an estimated 2.13 billion social network users around the globe (Statista). One numbers says it all. While a mobile optimized website and blog are still the core of your online identity, if you want to connect with customers on all levels you have to rely on the power of social relations. And if your company still refuses to have a social account … well, you are in trouble.
Blogging, online advertising, social sharing, mobile apps, gamification dynamics, notifications, in-store promotions: they are all based on great content.
“What matters is that big companies are embracing big content, and in so doing they are changing the expectations of YOUR customers. Whether you like it or not.” (Jay Baer)
Do you still deny the value of content marketing?