Both B2C and B2B content marketers reported more success in 2019 compared to a year ago and 75% believe that they are at least moderately successful in their efforts, so now is the time to jump on board and catch up or double down on the practice to become one of the very best.
Here are five reasons why you need to invest in more content as the new decade rolls in.
Content can be evergreen
Content marketing does not have to operate in isolation. Articles and blogs can be repurposed and recycled to deliver sustainable results and better ROI in the long term. You could, for example, spin original blog content into a series of videos or snippets of info for publication on social media.
Content pushes thought leadership
You can position yourself as an authoritative voice in your industry by posting editorial content on a regular basis. Both customers and clients will look to you as an expert and anticipate high-quality content regularly. Research shows that content can drive a 38% spike in traffic, and it can also increase loyalty and repeat sales.
Content gives you a competitive edge
Content marketing feeds into organic SEO and helps your webpages to rank above competitors in search engine results. The vast majority of companies are now using content marketing and have a documented strategy in place. You need to match and then go beyond what others are doing to get ahead.
Content builds long-term audiences
A recent study by Content Marketing Institute found that content is generally used at the top of the funnel during the awareness phase. However, it is equally adept further along the cycle, where it can strengthen your position as a credible and trusted resource and help to nurture and build a large base of subscribers.
MarketingProfs’ Ann Handley believes that B2C marketers are maturing and improving the quality of campaigns but that they “need to keep in mind there are many opportunities to keep customers engaged across the entire customer journey”.
Content makes money
Enterprises that deliver rich content experiences see a 600% increase in conversion rates compared to those that do not. Content, when managed correctly, will earn you a profit and benefit your business in a number of different ways.