Do you regularly produce content to grow your business or plan on beginning?
Because today I am going to cover some of the most interesting and inspiring content marketing stats.
They will give you insight into what’s working, what isn’t, and how to better execute your content strategy.
Let’s jump into it!
#1 – 60% of marketers produce a piece of content every day (Source)
Content marketing is all about consistency. It’s a marathon, not a sprint.
This is why a majority of content marketers are creating a single piece of content every day.
Use this as a benchmark for your own content efforts. Are you making content every day? Three times per week? Less?
The more you produce, the more results you will experience.
Think about the nature of search engines, SEO, and indexing. Those producing consistent blog posts will rank for tons of search terms, driving mountains of traffic that can convert into leads.
Look at the website Copyblogger, for example. They have over 300 pages of content on their website!
I’ll let your imagination run wild about how many views they get per day 🙂
Make a pledge in 2019 and beyond to start producing content on a regular basis or more often than you already are.
#2 – Custom content has become the highest priority for content marketers (Source)
Buyer’s personas are everything.
In fact, in an awesome presentation about content marketing by Joe Pulizzi, he mentioned that businesses that target several personas at once are most likely going to fail. Here’s the full video.
Why is this so? Simply because you’re spreading yourself too thin, and can’t please everyone.
Let’s imagine that you’re a B2B lead generation agency that specifically targets healthcare companies.
Creating generic content about lead gen or other topics will bring low quality users to your website that won’t convert into clients.
The best approach would be to stick to that narrowly defined niche and only produce content that’s tailored towards them.
That would mean teaching them about healthcare web design, SEO, and related subjects.
Moving forward, ensure that you have a clearly defined buyer persona before ramping up your content marketing. Here’s an example from Uxpressia of what one may look like.
It needs clearly defined strengths, weaknesses, goals, and other crucial information that you find important to your specific business.
Through Google Analytics, market reports, questionnaires, and other research tools, you can gradually refine the persona over time.
Don’t be afraid to whip up a quick idea of who you’re targeting with the small amount of data you may have, as it’s better than nothing.
#3 – Inbound marketing produces three times more leads and is 62% less expensive than outbound marketing (Source)
Imagine being able to generate more clients AND save money. It seems like the dream, right?
You can make that dream become a reality because content marketing, which is at the core of inbound, achieves both of these things at once.
Producing content is relatively inexpensive, even if you hire a freelance writer like myself.
Once a piece of content is published, it’s on the internet forever. That means that it will permanently drive prospects to your website for years to come.
You can’t say that about cold emailing, cold calling, or PPC. As soon as you stop doing those activities, results dry up.
This makes a lot of sense, too. When you produce high quality content that is tailored to a very specific audience, it will bring the most relevant people to your website.
This means more qualified leads, and less dumping money into ads that are becoming slowly less effective.
#4 – 93% of B2B companies are currently using content marketing (Source)
It’s never cool to follow the crowd. Until now.
Practically all B2B marketers are taking advantage of content marketing, so don’t be late to the party.
Otherwise, the competition will be zooming ahead of you.
#5 – Brands that use content marketing experience 6 times higher conversion rates (Source)
Conversion rate is the number of users that visit your website relative to the amount that turns into paying customers.
That means you want the highest possible conversion rate. Interestingly, it’s been found that businesses using content marketing experience an average conversion rate of 2.5% versus 0.5% of those that don’t.
Valuable and practical content builds trust and authority, which would explain this finding.
Users will feel a connection to your brand, and be more likely to engage with you. Content of all times shows that you are an active business, and care about the well-being of your audience.
#6 – Long form content is in! (Source)
Go visit Neil Patel, Backlinko, or any of the big players in the marketing space.
Heck, go check out an authority website in any niche for that matter.
If there’s one single characteristic that all of their content shares, it’s word count.
They often hit word counts of 3,000 or more. There are blog posts that are upwards to 10,000 on some sites.
Why is this becoming a huge trend? Well, according to Orbit Media Studios, the average content length was 808 words in 2014. It jumped up to 1,054 words in 2016 and continues to rise.
This doesn’t mean that short form content doesn’t work. Look at news or weather websites. They use a few hundred words to get across the point, and that’s what matters.
In most niches, especially marketing or business related, 300 words won’t cut it.
Explaining information step-by-step, going over tools, case studies, and more will require you to write a couple of thousand words.
However, don’t just beef up content with spam and low quality information. Focus on ramping up the word count with actionable and interesting resources.
#7 – Blog posts are the most produced format by 55% of marketers (Source)
You load up WordPress, start writing, and hit the publish button. It’s as easy as that.
Okay, not quite. But you get my point.
Blog posts are the go-to style of content for most marketers because of the low barrier to entry and time efficiency of them.
Sure, you have to research, plan, and edit every article, but think about compared to something like a YouTube video.
It requires far more man and computer power to be made and also takes high levels of technical skills to make into something worthwhile.
If you’re just starting off in your content marketing journey, focus on growing a blog.
It’s how some of the biggest brands started off before venturing off into different avenues.
Articles are also easy to repurpose once you get the ball rolling. They can be turned into infographics, slideshows, podcast episodes, and more.
#8 – 45% of content is produced ad-hoc (Source)
Do you know what ad-hoc means?
It means that businesses produce content randomly and sporadically.
There’s no content calendar, publishing schedule, or plan in general.
Don’t be one of them.
This will lead to lackluster results, headaches, and a lot of disorganization down the road.
Those that truly want to be the kings of content marketing will need a solid plan.
Your content marketing strategy needs the basics, which consists of:
- What formats of content you’d like to produce. Articles, videos, and podcast episodes are the best places to begin.
- How often you’d like to release your content.
- A buyer persona, as we touched upon earlier.
- Key performance indicators, and clear goals for your content efforts. These may include social shares, leads generated, organic traffic, or backlinks.
#9 – 34% of consumers make unplanned purchases from businesses that make personalized content (Source)
Is this a surprise? Consumers buying from businesses that care about them and show that they understand their needs?
Slightly more than one-third of buyers will make a complete unplanned purchase when custom content is involved.
This works because the content is tailored toward that exact buyer’s emotions, questions, wants, and needs.
It will resonate with them more than probably anything they’ve read before. Pair that with relevant calls to actions and an optimized sales funnel, and there’s a pot of gold at the end of the rainbow.
#10 – Only 24% of businesses are using partnerships as a way to promote their content (Source)
One of my favorite sayings is the following.
If you want to go fast, go alone. If you want to go far, go together.
It applies to all aspects of business and life, but especially content marketing.
You can make the most epic, cool, and unique piece of content, but if no one sees it, what good will it do?
This is why roughly a quarter of companies beginning to partner with others to help each other grow.
Imagine being able to leverage someone’s email list, social media following, or blog traction.
It could instantly put your brand in front of an audience bigger than a packed football stadium.
This should be a wake up call for marketers like yourself to begin reaching out to others in your industry to work together.
Partnerships can be in the form of guest posting, reviewing one another’s products, or shouting each other out on social networks, for example.
#11 – Content syndication and promotional tools are used by only 27% of marketers (Source)
Continuing off of the last point, are you one of the businesses that publish content and do nothing afterward?
And you wonder why you’re not seeing results, dummy!
A bit more than a quarter of marketers use syndication and promotional tools in their content strategy, and that number needs to go up.
Every time you publish an article, video, or anything else, use the following platforms to get the word out.
Medium is a free blogging platform that you can use to repurpose your articles or other forms of content.
Let’s say that you publish an article on your main website.
you can post it again on Medium with call to action and link back to the original post.
If you produce videos or podcasts, use Medium as a platform to rework them into written content.
Make sure to follow other relevant users, and use hashtags in every post to reach a larger audience.
Quora is all about community and answering questions. This aligns perfectly with content marketing, hence why it’s a priceless tool for any marketer.
Sign up for a free account, and search for topics related to your industry and niche.
Jump into conversations, and give your two cents about the topic. Link to pieces of content you produced, and don’t forget to create a blog right through Quora.
Similar to Medium, you can repost your original content and include a link back to your website.
Isn’t Reddit just a website for nerds?
But it’s also good for content syndication, so let’s talk about that instead.
Reddit is THE most visited website on the internet, and there’s a subreddit for any community imaginable.
This means that you can begin engaging with a target audience instantly, but you have to tread lightly.
Reddit has tight rules on spam, and users are ruthless when it comes to feedback. They will more than happily rip your article a new one and feel no remorse.
This is why marketers must only share very high quality content, and respond to every comment they receive to get the most out of Reddit.
Let’s wrap this up
Content marketing is here to stay. But, you have to use it correctly. Here are the main takeaways from the content marketing statistics we looked at today.