Content marketing generates more leads and sales than paid search at a lower cost. It allows organizations to reach customers before they are ready to buy by speaking to them through helpful, relevant content across the buying process. Customers prefer learning about companies through articles and videos rather than ads, and are more likely to purchase from companies that provide useful content that helps solve problems and establish needs. Content marketing also improves other marketing efforts like SEO, builds brand authority, and increases conversions.

1. Why you should be
doing content marketing...
(hint - not just because everyone else is)
Content marketing generates sales...
Per dollar, content marketing
produces 3 times more leads...
AND content marketing leads
costs 31% less than paid
search leads.
Content Marketing ROI, Kapost & ELOQUA
Content creators (organizations
29% 70%
that create and optimize
content) successfully convert Consumers are 70% through the
29% more organic traffic into sales funnel before they engage
leads. Not only that, but these directly-content marketing
leads are of higher quality. enables you to speak to
decision-makers before they’ve
MarketingSherpa Special Report – A Tactical Approach to Content Marketing, 2012
decided they’re ready to buy.
Brightcove- Make Content Marketing Work in a Social, Mobile World 2012 (Infographic)
Customer NEED it...
Customers like it... (particularly in video format!)
People research
before they buy. The
average shopper 80% of business decision makers prefer 80%
used 10.4 sources of to get company information in a series of
information to make articles versus an advertisement. 70% say
content marketing makes them feel closer 70%
a purchase decision
to the sponsoring company, while 60% say
in 2011, up from 5.3 60%
that company content helps them make
sources a year earlier better product decisions.”
MarketingSherpa Special Report – A Tactical Approach to Content Marketing, 2012
Roper Public Affairs
AND it actually works...
Videos are 53 times 53
65% of deals go to the solution provider
more likely than text
pages to appear on the
65%
that helps uncover the issue and
establishes the business need as a first page of search
priority, versus 35% that goes to those results
that win the bake-off.
Roper Public Affairs
Forrester Research
It solves your 3 biggest challenges... It improves your other marketing efforts...
Top 3 challenges for marketers:- Attracts Authority Signals (links, social
difficulty differentiating our product from shares) – improves SEO performance
our competitors’ = 54% - marketing Positions brand as authority on relevant
budgets stretched too thinly - we are not topics Increases conversion rates.
effective enough at converting sales
Lights Camera, Action, Trends in Video Marketing, Aberdeen Research, Sept 2012
Lights Camera, Action, Trends in Video Marketing, Aberdeen Research, Sept 2012
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