If you’re in the content marketing biz, you’re a storyteller. You help readers connect with other brands by educating and entertaining them, all with carefully selected words. Well, numbers tell a story, too. What’s working, who’s reading it, why certain promotions work, and where to find relevant content that works for you…these are all data-based solutions that need to be examined closely and measured constantly. Here’s a few statistics that may make you rethink how data can change your content marketing game.

Who’s Using What?

Here’s a big number. According to this research, 77% of Americans go online daily, with 43% logging on several times a day, and 26% reporting as “almost constantly” online. Of those constant users, the highest percentages consist of 18 to 49 year-old college educated people who make $75,000+ a year. Talk about a captive (and demographic-friendly) audience! These are the readers who you are most likely to put your content in front of: smart and savvy people with disposable income who are not only reading your content, but are always jumping around the Internet looking for better savings, more reviews, and more engaging content.

You have an incredible opportunity to represent your brand in the best way possible, but, so does every last one of your competitors. Incidentally, these percentages jump when tracking mobile users, so if you aren’t mobile-friendly with your digital marketing, you are losing out.

Why Is Content So Effective?

If the numbers we revealed above don’t get you (or your CMO) excited to start pumping out great content, perhaps this data will.

  • These numbers show that content marketing costs 62% less than traditional marketing, yet produces three times more viable leads.
  • The majority of consumers feel more positive about and perceive a relationship with a brand after reading engaging and relevant content from the brand.
  • Content marketing grabs six times the conversion rates along the sales funnel than traditional marketing, according to this research.
  • Websites well populated with quality blog posts have 434% more SEO juice than websites without blog posts, as this page

We see this as overwhelming evidence to support a robust content strategy. Costs less, delivers conversions, dramatically helps SEO efforts, and keeps potential and current customers feel happy and connected to your brand. That should help you make up your mind.

Why Is Certain Content Working Better Than the Rest?

At this point, it’s pretty well-known how ad blind we’ve all become, so we won’t waste any precious time debating the current relevance of outbound marketing and advertising. Between paltry banner ads, targeted social ads that miss the target, and the increasing proliferation of ad blockers in browsers and streaming services, we can safely assume that there’s better ways to reach your audience. So, what is actually working for your target audience…and why?

Well, there’s a few ways to quantify this. Let’s start with what generally appeals to everyday folks, and why, if they like it so much, they might choose to share it. All of this data comes from OkDork.

  • Including an image in your content makes it twice as likely to be shared.
  • People share infographics and lists far more than other pieces of content.
  • Quizzes, or other interactive pieces of content like them, are the most shared content out there. Showing others what you care about, and, more tellingly, what you want others to think about you, is clearly a motivating factor.
  • Quoting or otherwise involving social media influencers in your content exponentially raises the number of shares associated with any given post.
  • Reposting older pieces of content can reignite the buzz around them.

This is certainly geared more towards brand awareness, entertainment/educational value, and just plain old fun. If your infographic, video or quiz is captivating, shocking or really funny, it’ll catch this wave and possibly even become viral. At the very least, it’ll have a great chance of resonating with a good percentage of your target audience.

And as to what sort of content your readers are looking for? There’s a fine line to walk between entertainment, education, and getting your brand subtly placed in there. If you’re going to err on one side or the other, move towards how your brand looks and feels to your customers. You want to make them laugh, make them think, and admire your position…in other words, you should be a thought leader in your field. This may have nothing to do with your brand or product directly, which may feel odd at first. But if you get lots of people checking in on your various channels wondering what’s next, you’ve produced devoted followers. The sales will come naturally.

Where to Find That Perfect Content?

You’re getting a good idea of what works and why. Now, how do you produce this perfect content that will grab all your customers? Perhaps you have this sort of content creator on your team, and, if so, they need plenty of positive feedback and guidance to keep them on track and inspired. If you don’t have talented personnel in place, you have a few options. You can identify and train a few of your more creative types to produce this sort of engaging content, or you can start outsourcing your content to either a new hire or dip into a talented pool of freelancers. Sites like Upwork, ProBlogger and others offer vast numbers of quality writers and content creators to dial in just what you’re looking for. Make sure to ask for plenty of samples and references, and maybe even a trial piece to assure that this freelancer is as good as they say they are. Remember, even going through these basic motions takes time and energy, so make your job offer succinct, offer the appropriate amount for the scale and quality you’re looking for, and expect any response to be timely and complete.

Wrapping it Up

To sum it up, remember that 91% of B2B marketers and 60% of B2C marketers are currently using content marketing in all its forms to make an impact on their brand recognition, website traffic, SEO ranking, and conversions. If you are committed to this strategy, make sure to mine your data thoroughly, make a plan about how to create and market your content, and get started. Tell your story the right way.

Have you come across any content marketing data points that you found interesting? Share in the comments below as we would love to chat with you about content marketing data

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