The case for content marketing

Leave a comment

June 30, 2017 by Paul Dughi

content marketingThe rise in content marketing in advertising circles is staggering.  From native ads to blog posts, articles, and videos, it’s re-framed how some businesses do marketing.  The adoption of ad blockers and concern over where ads are placed has only accelerated the movement.

It’s almost become a universal marketing tactic.

Per the people in charge of moving the sales needle, the process works.  82% of marketers surveyed by HubSpot show a positive ROI using content as part of their inbound marketing.  An Aberdeen study report a 6x multiple for conversions over those not using content for marketing their business.

The industry is still growing.  By 2019, content marketing is projected to be a $313 billion-dollar industry, with double digit growth rates each year.

Content marketing is becoming more and more important in the purchase funnel.  B2B buyers are bypassing advertising altogether and doing independent research on products.

Since Google punishes websites for duplicate content, there’s a constant need for fresh material.

In the next year, B2B marketers are going to spend more time, more money, and more resources creating original material than ever before.

Video is on the rise with the increase in mobile viewing of the internet.  That includes both short-form and long-form formats, often shot in a vertical format specifically for mobile.

So is interactive content Games, contests, quizzes, polls – anything to engage people.

 

 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Contact Me

Previous Posts

Recent Visitors

%d bloggers like this: