We have all spent time and money looking for the right way to create effective communication channels with our audience. Millions of euros/dollars, various budgets are approved each year by each of company, aiming at retaining old customers and attracting new customers.
Of course, trends are changing and technology has created new communication codes. The traditional printed, large scale advertisement, that we used to see around us has been replaced by the electronic banner (which we still see everywhere around us in the digital world). Top right, or maybe centre up, or bottom left? Whichever company pays the most, gets the best spot.
But is this enough? Probably not. Content marketing seems to be doing better, to be bringing in better results. So it's important to look at content marketing and its statistics.
A picture, they say, is worth a thousand words. In the business world, though, numbers are what is worth the most. And they always speak for themselves. Which are those brands that systematically engage in content marketing? What response they get from their audience? And more importantly, how much do they spend?
So let's look at content marketing and its statistics; let the numbers speak for themselves!
2015 is coming to an end but as the statistics prove it is just the beginning for Content Marketing:
- 27 million pieces of content are shared daily in all social media (Facebook, Twitter, Google+, Linkedin, Youtube, Pinterest, etc.)
- On average, each company's budget for content marketing is more than $ 1.8 million.
- 59% of marketers expect the content marketing budget to increase in the future, while investing more than 25% of the budget in content marketing. This means that 1/4 of the total company budget is invested in content marketing. It's not a small percentage, right?
- 9 out of 10 companies are engaging in content marketing
And if you think that only for B2C companies invest in content marketing, you are wrong, big time. The percentage are almost identical, as they reach 59%, while B2Bs are 55%. Notably, 91% of B2B businesses are using content marketing, while 70% of B2C's content is increasing compared to last year.
Ποια, όμως, η θέση των καταναλωτών σε αυτές τις στρατηγικές;
- 61% of them are more likely to buy from the company that will share personalized content
- 64% of consumers claim that experience rather than cost is what will affect their final purchasing decision
All of the above demonstrate the shift towards content marketing and statistics are highlighting it as an effective tool for maintaining and increasing clientele. Above all though, Content Marketing should be perceived as a tool for creating relationships with your audience.
The first step, then, is to ask ourselves where we see our company in all of these.
The second; To do what we preach!