4 Reasons You Can’t Avoid Content Marketing — and One Special Tip
Customers want to love you. They want to be captivated. They want to be courted, persuaded, entertained, and informed. In the past, companies did this through advertising — print ads, TV segments, online ads, and more. But the digital revolution changed all of that. Brands are no longer restricted to competing for 30-second spots during “must-see TV” in order to get their products in front of a large audience. The internet has to some degree democratized advertising and brands are taking notice. According to Forbes:
- In 2015, B2C brands allocated 32 percent of their marketing budget to content, compared to 25 percent the year before;
- 45 percent say that blogging is their most important content strategy;
- 76 percent of B2B marketers say that they’ll produce more content this year than last;
- 77 percent of B2C marketers plan to produce more content this year than last.
Content marketing is proving to be more effective and, overall, less expensive than traditional advertising. It brings customers to you without the use of invasive advertising interruptions. Content marketing can be many things, from informational blog posts about how your newest product can help your customers to Instagram photos of your company picnic. What content marketing isn’t is selling; rather, it’s about letting your customers see who you are and how you can improve their lives. And, even though the “everyone else is doing it” argument may never have impressed your mother, it’s valid in this situation. If your competitors are producing content (and they are), you need to produce content that’s even better.
Not comfortable taking our word for it? That’s OK. We’re happy to back up our position with facts. Here are four of our favorite financially savvy reasons that content marketing should be your new priority:
1. Content marketing offers you lower costs with higher ROI
Content marketing is very cost efficient. The numbers are indisputable. Content marketing costs 62 percent less than traditional marketing and generates approximately three times as many leads. In addition, content marketing’s cost per lead drops 80 percent after the first five months.
2. Writing content takes far less time than developing ad campaigns
Traditional ad campaigns take a lot of time and manpower. Think of Don Draper and his hard drinking — traditional advertising is that stressful. And, again, think of Draper’s swanky Manhattan apartment. Traditional advertising campaigns are that expensive! A single nation-wide commercial, for example, costs somewhere between $50,000 and $75,000 to produce.
Enter content marketing. Content marketing requires less time and less labor. A writer (or small team of writers) can compile, schedule, and post thought-provoking articles, blog entries, and case studies for your business. What better way to compete than with your own unique brand voice? Customers get to know you, rather than simply trying to dodge your ads.
3. Inbound leads are always more cost effective
Remember that content marketing is cheaper than advertising? We’re not just blowing smoke in your eyes. On average, marketers who prioritize blogging are 13 times more likely to see a positive ROI than those who don’t. Further, inbound leads are significantly less expensive than outbound leads. In a company with one to 25 employees, an inbound lead costs $37 while an outbound lead costs more than $100.
4. People prefer reading content
You know what? People, even young people, still read. It’s just the way they’re reading — and what they’re reading — that’s changed. The majority of consumers surveyed appreciate custom brand content. Eighty percent of consumers prefer learning about a company through custom content, and 57 percent of those surveyed read a content marketing piece at least once a month. Many read much more, especially when they’re researching something to buy.
Content marketing is cost efficient and effective, but, to create it, you need more than a few minutes. Countless hours, days, and weeks bring successful content marketing campaigns to life. If you and your team don’t have the time to produce the exciting content your customers will enjoy, we can help. Or, if you just want to learn more about the various content types available, and how to combine them for maximum results, we can help with that, too. Prose Media creates affordably priced, high-quality content. Sign up for free access to our platform today — we’re ready whenever you are.