Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.
Content marketing attracts prospects and transforms prospects into customers by creating and sharing valuable free content. Content marketing helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. This relatively new form of marketing does not involve direct sales. Instead, it builds trust and rapport with the audience.
Unlike other forms of online marketing, content marketing relies on anticipating and meeting an existing customer need for information, as opposed to creating demand for a new need. As James O'Brien of Contently wrote on Mashable, "The idea central to content marketing is that a brand must give something valuable to get something valuable in return. Instead of the commercial, be the show. Instead of the banner ad, be the feature story." Content marketing requires continuous delivery of large amounts of content, preferably within a content marketing strategy. Wikipedia
Meaningful brands outperformed other companies by 206 percent in the stock market between 2006 and 2016. And customers are willing to pay more for meaningful brands; according to Havas Group, “meaningfulness” in brand marketing can increase wallet share up to nine times.
Customers read before they buy. The average person consumes 11.4 pieces of content before making a purchasing decision.
Users put their trust in content. Think about this: 85 percent of users ignore paid ads and focus on organic search results. Non-promotional content can rank well in search and build audience trust.
by Dawn Papandrea NewsCred, March 27, 2018
Check out the top 2018 content marketing statistics to get an idea of where content marketing stands today, and where it can go in the future.
You might think your advertising is resonating with audiences, but 71 percent of readers say they were turned off by content that seems like a sales pitch.
A 2015 McCarthy Group study revealed that 84 percent of millennials don’t trust traditional ads. As for Gen Z, purchasing decisions aren’t influenced by ads, but rather by other forms of content; 1 in 5 young people say they are influenced by Snapchat, for example.
All generations, but especially millennials (67 percent of them) are installing ad blockers. As of 2017, 615 million devices have installed ad blocker technology.
Ninety-one percent of total ad spend is viewed for less than a second; as a result, $38 billion in digital ad spend was wasted in 2017.
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