Three quarters of brands expect content marketing to grow during the next two years and around half manage campaigns that are primarily content-driven, but what exactly makes the discipline so compelling when compared to other marketing ventures?
Customers love to consume content
Both B2C and B2B customers are enriched by the content they consume on a daily basis. With just a single targeted editorial, you can answer questions, push brand authority and deliver added value messages to an audience across a variety of platforms. Unlike traditional ads, content does not have to be a sales pitch. It can be anything you want it to be.
It’s versatile and cost-effective
Content is incredibly versatile as there are a vast number of formats and mediums from which to choose. You can mix and match blogs, articles, infographics, videos and much more depending on who you want to engage with and how. It’s also incredibly cost-effective as content can be published on a blog, corporate website or social media channel, or all three, without the exorbitant costs associated with other forms of marketing.
Data is the new currency for digital business and content marketing gives you an abundance of metrics, measurements, insights and info to make it easier to align the discipline with the objectives and goals of the wider business.
It can be evergreen
A recent World Media Group study found that marketers will focus on producing “evergreen” content in 2019 as they look to make their creative output more sustainable in the long term. With so many marketing strategies centred around “one and done” experiences, content can be a fantastic long-haul investment. Just one editorial, which can be updated as you see fit, can deliver returns years down the line.
It’s now the industry standard
Content marketing is the go-to method for brand building and those that fail to embrace it are putting themselves at a competitive disadvantage. Your rivals are publishing compelling content, and customers crave it, so there has never been a better time to step up and leverage the power of content to drive business success.