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56 Reasons Why Content 
Marketing Works 
2014 Edition
Presented by NewsCred, the world’s most 
comprehensive content marketing platform. 
www.newscred.com
We believe three things absolutely: 
1. Content marketing is necessary to efficiently build your business 
2. Customer acq...
Where Are We Coming From? 
Last year we created 50 Stats You Need to Know About Content Marketing, 
which garnered over 20...
Where Are We Going? 
Content marketing is not a tactic, it’s a long-term strategy. The best content 
marketers prove the v...
This deck covers the following 
themes: 
1. Banner ads are the problem and content marketing is the answer 
2. Businesses ...
The Claim: 
Banner ads are the problem and content marketing is the answer
Consumers reject banner ads at 
rates greater than 99%. 
Source: contentmarketinginstitute.com/wp-content/uploads/2013/10/...
The average click-through rate 
for display ads is 0.11%. 
Source: http://coull.com/our-blog/digital-advertising-click-thr...
Mobile banner ads have an 
average click-through rate of 
0.35%. 
Source: http://coull.com/our-blog/digital-advertising-cl...
58% of B2B marketers and 60% 
of B2C marketers will increase 
their content marketing budgets 
in 2014. 
Source: http://i0...
78% of CMOs believe custom 
content is the future of 
marketing. 
Source: http://www.business2community.com/social-media/8...
The Claim: 
Businesses with a defined content strategy are better marketers
80% of B2B marketers who have 
a documented content strategy 
are creating more content than 
they did one year ago. 
Sour...
Average website conversion for 
companies with defined content 
processes is more than twice that 
of companies without (5...
Using content-driven tactics 
saves an average of 13% in overall 
cost per lead. 
Source: http://blog.hubspot.com/marketin...
Testing content efforts propels 
ROI improvements: Companies 
who test are 75% more likely to 
show ROI for content market...
The Claim: 
Investing in a content marketing team is crucial to building your 
business
86% of the most effective B2B 
marketers have someone who 
oversees content marketing 
strategy; however, only 46% of 
les...
Marketers work in very small 
teams: 81% of all content teams 
contain fewer than six people. 
Source: http://offers.hubsp...
Blogs require roughly 9% of 
marketers’ total full-time staff 
dedications and demand just 7% 
of marketers’ total budgets...
16% of companies employ a full-time 
social media specialist and 
11% are paying a dedicated email 
marketer. 
Source: htt...
The Claim: 
Blogging drives customer acquisition
82% of marketers who blog see 
positive ROI for their content-driven 
marketing. 
Source: http://www.stateofinboundmarketi...
79% of ‘best-in-class’ B2B 
marketers rate blogs as the most 
effective customer acquisition 
tactic. 
Source: contentmark...
82% of marketers who blog daily 
acquired a customer using their 
blog, as opposed to 57% of 
marketers who blog monthly. ...
Brands that create 15 blog posts 
per month average 1,200 new 
leads per month. 
Source: http://blog.hubspot.com/marketing...
Blogs produce low-cost leads for 
24% of the marketing 
community. 
Source: http://blog.hubspot.com/marketing/2013-inbound...
Companies that excel at lead 
nurturing generate 50% more 
sales-ready leads at 33% lower 
cost. 
Source: http://blog.hubs...
The Claim: 
Social media drives customer acquisition
77% of buyers say they are more 
likely to buy from a company 
whose CEO uses social media. 
Source: http://www.emarketer....
52% of marketers generated a 
lead from Facebook in 2013. 
Source: http://blog.hubspot.com/marketing/2013-inbound-marketin...
43% of marketers generated a 
customer from LinkedIn in 2013. 
Source: http://blog.hubspot.com/marketing/2013-inbound-mark...
36% of marketers found a new 
customer from Twitter this year. 
Source: http://blog.hubspot.com/marketing/2013-inbound-mar...
Customers spend more money 
when they convert from 
Pinterest than any other social 
referral. 
Source: http://blog.buffer...
The Claim: 
Email marketing generates revenue
CMOs say email marketing: 
generates brand awareness 
(76%), increases customer 
retention (75%), increases 
website visit...
59% of B2B marketers say email 
is the most effective channel in 
generating revenue. 
Source: http://cdn2.hubspot.net/hub...
Subscriber to lead conversion 
rates increase 51% when video is 
included in email marketing 
campaigns. 
Source: http://w...
Consumers who received email 
marketing spend 83% more when 
shopping. Their orders are 43% 
larger and they order 28% mor...
The word "exclusive" in email 
promotional campaigns 
increases unique open rates by 
14%. 
Source: http://cdn2.hubspot.ne...
The Claim: 
Visual content builds brand engagement
The top three most widely 
adopted content marketing 
tactics are videos (87%), website 
articles (86%), and in-person 
ev...
90% of information transmitted 
to the brain is visual, and visuals 
are processed 60,000X faster in 
the brain than text....
Photos are liked 2x more than 
text updates, while videos are 
shared 12x times more than links 
and text posts combined. ...
80% of your online visitors will 
watch a video, while only 20% 
will actually read content. 
Source: http://www.digitalsh...
Video constitutes 50% of all 
mobile online traffic and over 
90% of internet traffic. 
Source: http://www.diodedigital.co...
58% of online video watchers 
watch content on a social 
network site. 
Source: http://www.pewinternet.org/datasets/july-2...
Infographics have seen the 
largest year-over-year increase in 
usage. In 2013, 38% of B2B 
marketers were using 
infograp...
The Claim: 
Relevant content builds brand engagement
73% of online consumers get 
frustrated with websites when 
content appears that has nothing 
to do with their interests. ...
90% of consumers find custom 
content useful and 78% believe 
that organizations providing 
custom content are interested ...
The most effective B2B 
marketers tailor content to the 
following categories: trends 
(65%), decision maker profiles 
(59...
Twitter users follow a median of 
six brands on Twitter, looking for 
things like interesting and fun 
content, news and u...
The Claim: 
Social content builds brand engagement: Facebook
Among retail brands, posting 1-4 
times a week on Facebook 
generates 71% more engagement 
Source: http://blog.kissmetrics...
Facebook posts with photos get 
53% more likes, 104% more 
comments, and 84% more click-throughs. 
Source: http://blog.kis...
Facebook posts with 80 
characters or less get 66% more 
engagement. 
Source: http://blog.kissmetrics.com/more-likes-on-fa...
Facebook posts with questions 
get 100% more comments. 
Source: http://blog.kissmetrics.com/more-likes-on-facebook/
Among retail brands, posting 1-2 
times on Facebook a day gets 
40% more engagement. 
Source: http://blog.kissmetrics.com/...
The Claim: 
Social content builds brand engagement: Twitter
Twitter drives amplification for 
brand messages. 78% of user 
engagement with a brand’s 
Tweets is in the form of 
retwee...
Tweets that specifically ask 
followers to “retweet” receive 
12x higher retweet rates than 
those that do not. 
Source: h...
Content that is greater than 1500 
words on average receives 68.1% 
more tweets. 
Source: http://www.quicksprout.com/2014/...
The Claim: 
Social content builds brand engagement: LinkedIn
LinkedIn accounts for 64% of all 
social referrals to corporate 
homepages. 
Source: http://blog.bufferapp.com/7-vital-sta...
60% of LinkedIn users are 
interested in industry insights. 
Source: http://blog.bufferapp.com/7-vital-statistics-to-help-...
Posting at least 20 times per 
month can help reach 60% of 
your unique audience. 
Source: http://blog.bufferapp.com/7-vit...
The Claim: 
Content fuels our social web - Instagram
By using just 3 hashtags, brands 
can gain a 110% increase in likes 
on their Instagram posts. 
Source: http://go.piqora.c...
By using 5 hashtags, brands can 
gain a 180% increase in likes on 
their Instagram posts. 
Source: http://go.piqora.com/De...
The Claim: 
Social content builds brand engagement: YouTube
90% of internet users say that 
watching a video about a 
product is helpful in the decision 
process. 
Source: http://www...
50% of executives watch 
business-related YouTube videos 
at least once a week. 
Source: http://www.videobrewery.com/blog/...
Website visitors are 64% more 
likely to buy a product on an 
online retail site after watching a 
video. 
Source: http://...
About 
NewsCred helps brands create content people love. 
As the world’s most comprehensive content marketing platform, we...
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56 Reasons Why Content Marketing Works: 2014 Edition

82,445 views

Published on

Subscribe to the NewsCred Blog: http://newscred.com/subscribe

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.

Published in: Marketing

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
  77. The end!

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