The anatomy of content marketing
The heart of online success
- Thought leadership
- Case studies
- Word of mouth
The primary factor behind up to 50% of buying decisions.
Interesting content is a top 3 reason people follow brands on social media.
6 in 10 Twitter or Facebook users are more likely to recommend a brand they follow.
"Fundamentally, it's not just about content. It's about identity, relationships and content." - Amit Singhal, Google Fellow.
- Increased visibility
Blogs on company sites result in 55% more visitors.
Companies with blogs get 97% more inbound links than others.
37% of marketers say blogs are the most valuable content type for marketing.
Quality content at the heart of an integrated, targeted approach to marketing
- Wider reach
Blogs give 434% more indexed pages and 97% more indexed links. More pages + more links = bigger slice of the online pie.
- Does the marketing legwork for you?
Social media content boosts sales: 61% of companies find customers via LinkedIn, 67% via Facebook & 53% via Twitter.
63% of companies said posting content on social media has increased marketing effectiveness.
- Improves £
Compelling content drives successful social media campaigns - cited 3 in 4 marketers as a factor in closing sales.
67% of Twitter users are more likely to buy from brands they follow.
63% of blogs are more likely to influence purchase decisions than magazines.
- Solid footing
70% of consumers prefer getting to know a company via articles rather than ads.
60% of consumers feel more positive about a company after reading custom content on its site.
SOURCES: http://searchengineland/two-weeks-in-google-search-plus-your-world-109527; http://b2b.ziffdavis.com/research/focus-survey-results-marketers-benchmark-report-2011; http://blog.hubspot.com/blog/tabid/6307/bid/5014/study-show-business-blogging-leads-to-55-more-website-visitors.aspx; http://mckinsleyquarterly.com/A new way to measure word-of-mouth marketing 2567; http://blog.getsatisfaction.com/201/06/29/what-makes-people-follow-brands/?view=socialstudies; http://constantcontact.com/about-constant-contact/press/press 2011 1018Twitter.jsp; http://constantcontact.com/about-constant-contact/press/press 2011 0912facebookfans.jsp; http://www.webmarketing123.com/wordpress/wp-content/uploads/2011/10/Webmarketing123 Digital-Marketing-Report 2011.pdf; http://socialmediaexaminer.com/SocialMediaMarketingReport2011.pdf; http://www.slideshare.net/HubSpot/marketing-charts-graphsdataapril2010slideshare; http://sfgate.com/cgi-bin/article.cgi?f=/g/a/2011/01/11/prweb8057896.DTL; http://www.customcontentcouncil.com/news/roped-finds-majority-consumers-value-custom-media