When a prospect reaches your website do they learn about your business? Does your site educate, expand interest and connect to their needs so they ultimately consider a purchase? If a customer referred an associate would your site encourage them to fill out a contact form or call you? How about a prospect that lands on your site but doesn’t know you? Where does effective online content fall in your list of priorities?
Here are 30 Content Marketing Statistics and what they mean to your business
What is content marketing? It's a marketing strategy where brands create interest, relevance and relationships with customers by producing, curating and sharing content that addresses specific customer needs and delivers visible value. Forrester
54% of B2B buyers begin their buying process with informal research about business problems; nearly 80% of the time spent researching is done online. B2B Marketing
What This Means To Your Business: Years ago, the direct sales force informed and educated prospects and customers about the industry, trends, product features and more. Today, that job falls on the shoulders of online content. It allows you to enlighten, build understanding, demonstrate fit, and connecting you to customers and prospects.
According to the study, 42% of researchers use a mobile device during the B2B purchasing process. Google
B2B researchers don't just use mobile when they are out and about, but rather wherever they are. In fact, 49% of B2B researchers who use their mobile devices for product research do so while at work. They're comparing prices, reading about products, comparing feature sets, and contacting suppliers. Google
What This Means To Your Business: Mobile compatibility isn't just for top brands. It's for any company that can use more business. Buyers gather information in advance of conversations with prospective suppliers, both on desktop and mobile. They snack on mobile content throughout the day. But, they also use their smartphone to access information during meetings, while working on a project and more. A non mobile optimized site reduces your potential audience of buyers.
As you develop content, consider a mobile rich experience. Videos, graphics and information with easy to ready bullet points make digesting information easier. It allows a user to dig deeper or wait and look further on their desktop.
The most effective B2B content marketing tactics:
- 75% In-Person Events
- 66% Webinars / Webcasts
- 65% Case Studies
- 63% White Papers
- 62% Videos
- 61% Research Reports
- 60% eNewsletters
- 59% Blogs
- 58% Infographics
- 58% Online Presentations - Copy Blogger
What This Means To Your Business: Events are the top ranked tactic because they are highly effective for closing business and elevating relationships. However, an event isn't for everyone. Although a prospect nearing a purchasing decision will likely attend, a new prospect that doesn't know your business won't.
The buying stage drives the type of information a prospect is likely to consume. You won't close new business with one blog post like you might with one event. However, an effective content plan should contain tactics that target prospects at each stage of the buying process.
Business buyers "frequently" share the following content types with colleagues:
- 40% Blog Posts
- 35% Infographics
- 35% eBooks
- 35% White Papers
- 33% Case Studies
- 33% Webinars
- 25% Videos - DemandGen Report
What This Means To Your Business: Content has legs. It often gets passed along to others that may have a problem you can solve. Another reason to choose multiple types of content and distribution channels when developing a content strategy.
Marketers Reuse Content 2 - 5 Times.
What This Means To Your Business: A presentation at an event. A case study or video. A newsletter article. Each can be repurposed into other types of content. By modifying effective information you maximize it's value. Plus, production time and expense are reduced.
The Most Important Goals For Content Marketing
- 85% Lead Generation
- 84% Sales
- 78% Lead Nurturing
- 77% Brand Awareness
- 76% Engagement
- 74% Customer Retention / Loyalty
- 61% Customer Advocacy
- 58% Upsell / Cross-Sell - Copy Blogger
Businesses generate leads and revenue through effective content. It's an important aspect of any online strategy - unless you don't need new customers or your customers are the Flintstones!
65% of B2B buyers strongly agree that B2B vendors should curb the sales messages to improve the quality of their content. DemandGen Report
What This Means To Your Business: Why do people dread shopping for a car? Because they don't enjoy hard selling tactics. Neither do buyers as they self serve through the discovery process.
Content marketing isn't about getting business today. It's about building a relationship that ultimately leads to future business opportunities. Use these content marketing statistics to guide your plan. It's an investment worth making.