According to the Content Marketing Institute, “Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.”
An underpinning factor to consider is that your content marketing shouldn’t be about blatantly promoting your brand. Instead, it should spark genuine interest in your product or service by way of incredible content.
Content marketing is all about creating and sharing online material which can be in the form of videos, blogs and social media. Content is one of the best ways to get your brand or business noticed. It allows your audience to see you as the Subject Matter Expert (SME) within your niche as you are the one providing them with valuable information about your product or service.
It is well worth including content marketing into your strategy as it generates approximately 3x more leads than traditional marketing. In addition, it costs an impressive 62% less than traditional marketing!
Check out these Content Marketing Statistics in 2017
Let’s look at some of the ways that content marketing will benefit you.
Did you know that YouTube is the second largest search engine? In fact, Google favours YouTube results for certain types of queries in SERP’s, meaning that you can potentially have your video displayed to over a billion users. Here are some other impressive YouTube stats:
- YouTube has over a billion users — almost one-third of all people on the Internet — and every day people spend hundreds of millions of hours on YouTube, generating billions of views.
- YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the U.S.
- More than half of YouTube views come from mobile devices.
- YouTube has launched local versions in more than 88 countries.
- You can navigate YouTube in a total of 76 different languages (covering 95% of the Internet population).
It’s not hard to see why 48% of marketers will be tapping into YouTube as a content distribution channel in 2017.
Social Media Guru, Gary Vaynerchuk has remarked “When you are David and you are playing against Goliath, you have to do David tactics. And our little slingshot with a rock right now is Facebook ads.”
A perfect example is American fashion brand Tommy Hilfiger’s Facebook video campaign which allowed users to order merchandise on their mobile phones as part of their “See Now, Buy Now” policy. The iconic fashion brand received a 2x higher engagement rate as well as a 2.2x higher return than what they spent on the ad.
In a previous post, we mentioned that LinkedIn is responsible for most B2B Marketing leads. To be a little more specific, over 80% of social media leads are derived from LinkedIn. More than half of the users on this professional platform are drawn to contacts that they already have on the platform.
LinkedIn is more than just a way to network – it also allows for you to publish content relating to various business topics. According to Content Marketing guru Neil Patel, a strong strategy needs to be put into place to ensure successful content marketing.
Instagram has over 600 million users and 8 million businesses reaching out to these individuals via the platform. Instagram sees great customer interaction with brands, with 70% of users having searched for a brand on the platform. This represents an excellent opportunity for businesses looking to engage with an interested audience.
Beanpole, a Korean fashion brand was able to increase traffic to their website by 1.5x than their set goal on Instagram.
If your target audience is between the ages of 13 and 25, then Snapchat could be where you should be focusing. More than 150 Million people use Snapchat every day and these numbers are only growing. Vans is the perfect case study – after running their ad on Snapchat, they improved purchased intent by 37%.
Pinterest has in excess of 150 Million users that could be yours to convert. In fact, Pinterest users are some of the most likely to convert, with 87% of pinners having bought a product because of Pinterest. Additionally, 93% of pinners used Pinterest to plan a future purchase.
Blogging is the classic way of bolstering your content marketing strategy. In fact, B2B companies that blogged more than 11 times per month enjoyed 3 times more traffic to their website than those that blogged no more than once a month. In a world where most people prefer filming a quick video, businesses that focus on blogs will be rewarded for their efforts on creating fresh content.
Of course, there’s no point having dusty old content – instead, try to keep it high quality and fresh. Also, remember that the aim of your blog posts should be to teach and inform, rather than to sell. An effective strategy results in inbound lead generation, traffic and improved ranking in SERP. These all help to contribute to brand awareness, customer loyalty and brand authority, with all of this positively contributing to revenue.
Other content marketing strategies to consider:
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