56 Reasons Why Content Marketing Works: 2014 Edition

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Last year we created 50 Stats You Need to Know About Content Marketing,
which garnered over 200,000 views. This year we’re taking it a step further,
demonstrating not only why you should invest in Content Marketing, but why you
need to as well.

Content Marketing is not a tactic, it’s a long-term strategy. The best content
marketers prove the value of their efforts, showing how content drives brand
awareness, lead generation, engagement, and sales.

The following slides will demonstrate the value of Content Marketing and how it
can help build your business. We hope you can walk away with a better
understanding of Content Marketing – and even convince your CEO – why this
should be your number one marketing priority.

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56 Reasons Why Content Marketing Works: 2014 Edition

  1. 56 Reasons Why Content Marketing Works 2014 Edition
  2. Presented by NewsCred, the world’s most comprehensive content marketing platform. www.newscred.com
  3. We believe three things absolutely: 1. Content marketing is necessary to efficiently build your business 2. Customer acquisition requires many simultaneous tactics 3. Blogging, email marketing, and social media are the main drivers of brand engagement
  4. Where Are We Coming From? Last year we created 50 Stats You Need to Know About Content Marketing, which garnered over 200,000 views. This year we’re taking it a step further, demonstrating not only why you should invest in Content Marketing, but why you need to as well.
  5. Where Are We Going? Content marketing is not a tactic, it’s a long-term strategy. The best content marketers prove the value of their efforts, showing how content drives brand awareness, lead generation, engagement, and sales. The following slides will demonstrate the value of Content Marketing and how it can help build your business. We hope you can walk away with a better understanding of Content Marketing – and even convince your CEO – why this should be your number one marketing priority.
  6. This deck covers the following themes: 1. Banner ads are the problem and content marketing is the answer 2. Businesses with a defined content strategy have smarter marketing 3. Investing in a content marketing team is crucial to building your business 4. Blogging and social media drive customer acquisition 5. Email marketing generates revenue 6. Visual, relevant, and social content builds brand engagement
  7. The Claim: Banner ads are the problem and content marketing is the answer
  8. Consumers reject banner ads at rates greater than 99%. Source: contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf
  9. The average click-through rate for display ads is 0.11%. Source: http://coull.com/our-blog/digital-advertising-click-through-rates
  10. Mobile banner ads have an average click-through rate of 0.35%. Source: http://coull.com/our-blog/digital-advertising-click-through-rates
  11. 58% of B2B marketers and 60% of B2C marketers will increase their content marketing budgets in 2014. Source: http://i0.wp.com/mktcdn.uberflip.com/final%20-%202014-trends-infographic-alternate-colours2.png
  12. 78% of CMOs believe custom content is the future of marketing. Source: http://www.business2community.com/social-media/83-exceptional-social-media-marketing-statistics-2014-0846364#!bycEvI
  13. The Claim: Businesses with a defined content strategy are better marketers
  14. 80% of B2B marketers who have a documented content strategy are creating more content than they did one year ago. Source: contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf
  15. Average website conversion for companies with defined content processes is more than twice that of companies without (5.9% vs. 3.8%). Source: http://content.kapost.com/Aberdeen-ContentChaos
  16. Using content-driven tactics saves an average of 13% in overall cost per lead. Source: http://blog.hubspot.com/marketing/2013-inbound-marketing-stats-charts
  17. Testing content efforts propels ROI improvements: Companies who test are 75% more likely to show ROI for content marketing than those who fail to test their strategies. Source: http://offers.hubspot.com/2013-state-of-inbound-marketing
  18. The Claim: Investing in a content marketing team is crucial to building your business
  19. 86% of the most effective B2B marketers have someone who oversees content marketing strategy; however, only 46% of less effective marketers do. Source: contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf
  20. Marketers work in very small teams: 81% of all content teams contain fewer than six people. Source: http://offers.hubspot.com/2013-state-of-inbound-marketing
  21. Blogs require roughly 9% of marketers’ total full-time staff dedications and demand just 7% of marketers’ total budgets. Source: http://offers.hubspot.com/2013-state-of-inbound-marketing
  22. 16% of companies employ a full-time social media specialist and 11% are paying a dedicated email marketer. Source: http://offers.hubspot.com/2013-state-of-inbound-marketing
  23. The Claim: Blogging drives customer acquisition
  24. 82% of marketers who blog see positive ROI for their content-driven marketing. Source: http://www.stateofinboundmarketing.com/
  25. 79% of ‘best-in-class’ B2B marketers rate blogs as the most effective customer acquisition tactic. Source: contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf
  26. 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly. Source: http://blog.hubspot.com/marketing/2013-inbound-marketing-stats-charts
  27. Brands that create 15 blog posts per month average 1,200 new leads per month. Source: http://blog.hubspot.com/marketing/2013-inbound-marketing-stats-charts
  28. Blogs produce low-cost leads for 24% of the marketing community. Source: http://blog.hubspot.com/marketing/2013-inbound-marketing-stats-charts
  29. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. Source: http://blog.hubspot.com/blog/tabid/6307/bid/30901/30-Thought-Provoking-Lead-Nurturing-Stats-You-Can-t-Ignore.aspx
  30. The Claim: Social media drives customer acquisition
  31. 77% of buyers say they are more likely to buy from a company whose CEO uses social media. Source: http://www.emarketer.com/Article.aspx?R=1008929&ecid=a6506033675d47f881651943c21c5ed4
  32. 52% of marketers generated a lead from Facebook in 2013. Source: http://blog.hubspot.com/marketing/2013-inbound-marketing-stats-charts
  33. 43% of marketers generated a customer from LinkedIn in 2013. Source: http://blog.hubspot.com/marketing/2013-inbound-marketing-stats-charts
  34. 36% of marketers found a new customer from Twitter this year. Source: http://blog.hubspot.com/marketing/2013-inbound-marketing-stats-charts
  35. Customers spend more money when they convert from Pinterest than any other social referral. Source: http://blog.bufferapp.com/pinterest-marketing-guide-tips
  36. The Claim: Email marketing generates revenue
  37. CMOs say email marketing: generates brand awareness (76%), increases customer retention (75%), increases website visits (73%), drives lead generation (69%), and generates sales (65%). Source: http://www.icontact.com/blog/blog/email-marketing/
  38. 59% of B2B marketers say email is the most effective channel in generating revenue. Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/120-marketing-stats-charts-and-graphs.pdf
  39. Subscriber to lead conversion rates increase 51% when video is included in email marketing campaigns. Source: http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/
  40. Consumers who received email marketing spend 83% more when shopping. Their orders are 43% larger and they order 28% more often, too. Source: http://www.icontact.com/blog/blog/email-marketing/
  41. The word "exclusive" in email promotional campaigns increases unique open rates by 14%. Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/120-marketing-stats-charts-and-graphs.pdf
  42. The Claim: Visual content builds brand engagement
  43. The top three most widely adopted content marketing tactics are videos (87%), website articles (86%), and in-person events (85%). Source: http://contentmarketinginstitute.com/2013/04/enterprise-2013-content-marketing-research/
  44. 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. Source: http://www.billiondollargraphics.com/infographics.html
  45. Photos are liked 2x more than text updates, while videos are shared 12x times more than links and text posts combined. Source: http://sproutsocial.com/insights/visual-content-marketing-infographic/
  46. 80% of your online visitors will watch a video, while only 20% will actually read content. Source: http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/
  47. Video constitutes 50% of all mobile online traffic and over 90% of internet traffic. Source: http://www.diodedigital.com/work/onlinevideo2013/
  48. 58% of online video watchers watch content on a social network site. Source: http://www.pewinternet.org/datasets/july-2013-online-video-omnibus/
  49. Infographics have seen the largest year-over-year increase in usage. In 2013, 38% of B2B marketers were using infographics, compared with 51% in 2014. Source: contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf
  50. The Claim: Relevant content builds brand engagement
  51. 73% of online consumers get frustrated with websites when content appears that has nothing to do with their interests. Source: http://offers.hubspot.com/scare-your-boss-into-better-marketing
  52. 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. Source: http://www.cmocouncil.org/content-roi-program-details.php
  53. The most effective B2B marketers tailor content to the following categories: trends (65%), decision maker profiles (59%), company characteristics (55%), buy-cycle stage (43%), content preferences (21%), competitor's content (11%). Source: contentmarketinginstitute.com/wp-content/uploads/2013/10/B2B_Research_2014_CMI.pdf
  54. Twitter users follow a median of six brands on Twitter, looking for things like interesting and fun content, news and updates, and discounts and promos. Source: http://blog.bufferapp.com/writing-great-tweets-scientific-guide
  55. The Claim: Social content builds brand engagement: Facebook
  56. Among retail brands, posting 1-4 times a week on Facebook generates 71% more engagement Source: http://blog.kissmetrics.com/more-likes-on-facebook/
  57. Facebook posts with photos get 53% more likes, 104% more comments, and 84% more click-throughs. Source: http://blog.kissmetrics.com/more-likes-on-facebook/
  58. Facebook posts with 80 characters or less get 66% more engagement. Source: http://blog.kissmetrics.com/more-likes-on-facebook/
  59. Facebook posts with questions get 100% more comments. Source: http://blog.kissmetrics.com/more-likes-on-facebook/
  60. Among retail brands, posting 1-2 times on Facebook a day gets 40% more engagement. Source: http://blog.kissmetrics.com/more-likes-on-facebook/
  61. The Claim: Social content builds brand engagement: Twitter
  62. Twitter drives amplification for brand messages. 78% of user engagement with a brand’s Tweets is in the form of retweets. Source: http://blog.bufferapp.com/writing-great-tweets-scientific-guide
  63. Tweets that specifically ask followers to “retweet” receive 12x higher retweet rates than those that do not. Source: http://blog.bufferapp.com/writing-great-tweets-scientific-guide
  64. Content that is greater than 1500 words on average receives 68.1% more tweets. Source: http://www.quicksprout.com/2014/02/06/how-content-marketing-affects-search-engine-rankings/
  65. The Claim: Social content builds brand engagement: LinkedIn
  66. LinkedIn accounts for 64% of all social referrals to corporate homepages. Source: http://blog.bufferapp.com/7-vital-statistics-to-help-with-your-linkedin-marketing-strategy
  67. 60% of LinkedIn users are interested in industry insights. Source: http://blog.bufferapp.com/7-vital-statistics-to-help-with-your-linkedin-marketing-strategy
  68. Posting at least 20 times per month can help reach 60% of your unique audience. Source: http://blog.bufferapp.com/7-vital-statistics-to-help-with-your-linkedin-marketing-strategy
  69. The Claim: Content fuels our social web - Instagram
  70. By using just 3 hashtags, brands can gain a 110% increase in likes on their Instagram posts. Source: http://go.piqora.com/Dec2013InstagramStudyLP.html/
  71. By using 5 hashtags, brands can gain a 180% increase in likes on their Instagram posts. Source: http://go.piqora.com/Dec2013InstagramStudyLP.html/
  72. The Claim: Social content builds brand engagement: YouTube
  73. 90% of internet users say that watching a video about a product is helpful in the decision process. Source: http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/
  74. 50% of executives watch business-related YouTube videos at least once a week. Source: http://www.videobrewery.com/blog/18-video-marketing-statistics/
  75. Website visitors are 64% more likely to buy a product on an online retail site after watching a video. Source: http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/
  76. About NewsCred helps brands create content people love. As the world’s most comprehensive content marketing platform, we provide the strategy, technology, and content brands need to reach and engage their audiences – in real-time at global scale. NewsCred’s Content Marketing Cloud provides the first end-to-end solution for content workflow, creation, publishing and analytics. In one place, brands gain unprecedented access to the world’s largest content marketplace, including licensed content from over 4,500 publishers and original content from our award-winning journalist network. Through NewsCred, global brands like Pepsi, P&G, General Electric, Dell and Diageo have seen explosive growth in brand awareness, engagement and sales. Want to transform your content marketing? Get in touch today. sales@newscred.com | @NewsCred | www.newscred.com
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