As a marketing writer I write a lot of content. My clients love the way I make writing blogs, newsletter articles and other pieces so easy for them. They don’t have to organize their thoughts or do any actual writing. They just need to talk about the subject with me. I ask lots of questions, take lots of notes, and then after the call I work my magic to produce a well-written article that they’re proud to call their own.
Need help writing your blog or newsletter? Give me a call! As your marketing writer I’m here for you.
|DOES CONTENT MARKETING WORK?
For a number of years “Content Marketing” – i.e. creating and sharing informative content in order to attract and engage potential customers – has been a key part of the marketing mix. From newsletters and blogs to videos, podcasts, webinars, e-books and more, businesses create and distribute a great deal of content.
Which makes you wonder: Does content marketing work? A number of recent studies have shown that it does. Here are some of the findings…
- People actually like marketing content – According to the Havas Group’s “2017 Meaningful Brands Index1,” 84% of people expect brands to create content. In their report on “How Content Marketing Benefits Businesses2,” Clutch found that 67% of people see brands’ content as useful and valuable, especially when it’s high-quality and thoughtful.
- People like to research important purchase decisions – Before they even consider contacting your company, most people will go online and research the category and product on their own. According to DemandGen’s “2018 Content Preferences Survey Report3,” 49% of B2B buyers now rely more on content to research and make purchase decisions, with 40% typically consuming three to five pieces of content before engaging with a salesperson.
- Quality is key – People are looking for useful information that will actually be helpful to them. Unfortunately, the Havas Group4 found that consumers feel that 60% of content is poor or irrelevant, and many are turned off by content that seems like a sales pitch. Similarly, Adobe’s “2017 Consumer Email Survey5” found that 40% of respondents want emails from brands to be less promotional and more informative.
- Email is best for B2B – In their report on “B2B Content Marketing: 2018 Benchmarks, Budgets and Trends – North America6,” the Content Marketing Institute found that 74% of survey respondents said that email, a channel that you fully own and control, is their most effective distribution format.
1 Havas Group, “2017 Meaningful Brands Index”
2 Clutch, “How Content Marketing Benefits Businesses”
3 DemandGen, “2018 Content Preferences Survey Report”
4 Havas Group, “2017 Meaningful Brands Index”
5 Adobe, “2017 Consumer Email Survey”
6 Content Marketing Institute, “B2B Content Marketing: 2018 Benchmarks, Budgets and Trends – North America”