Why Everyone Has A Crush On Content1

8 years ago, Seth Godin shocked the world when he flatly stated, “Content marketing is all the marketing that’s left”.

His contention was that content marketing turned traditional ‘push our product on them no matter what’ marketing on its head. Content marketing is anything but pushy; it’s a way to give your prospects valuable resources and information. And in doing so, they will become fans and ultimately customers.

And guess what?

He was right.

Content Marketing is Big...Real Big.

Content marketing has made a huge impact on the way we see marketing, and from what we can see, it’s not going anywhere anytime soon.

Here are some stats which reveal what businesses and marketers really believe about content:

And it’s getting bigger…

How Social Media And Visuals Have Changed The Content Game:

The content game is changing in large part due to a growing social media presence and the increasing importance of visuals and videos.

Here’s some stats that underline these two trends:

Visuals and videos

Why Everyone Has A Crush On Content
  • 2 out of 3 marketers believe that original digital video is on its way to becoming as important as original TV programming, and will become just as important within the next 3 years alone. 
  • Regarding Twitter, tweets that include images receive 150% more retweets than those that don’t include images.

Social Media

And visuals aside, social media has had its own unique impact:

  • Facebook is a powerhouse that now drives 25% of all Internet traffic.
  • Besides food-related content (which excels on Pinterest), Facebook posts earn 340% more shares that any of the other 4 key social media platforms. 
  • And don’t underestimate LinkedIn, especially in the business world – the social media platform accounts for 21% of shares for high-engagement business- related publications. 

The Challenges with Content Marketing

But content marketing isn’t easy. In fact, less than 40% of business owners are actually effective with their content marketing. 

Here are some of the key challenges:

  • Poor quality content. 69% of content produced via content marketing is said to lack quality.
  • Non-existent strategy. One of the biggest obstacles to success is not having a properly documented strategy in place. 47% of the most effective B2C content marketers follow a documented content strategy that works, while 5% of the least effective do. The same is true for B2B content marketing, where 54% of the most effective practitioners have a documented strategy, as opposed to 11% of the least effective.
  • Bad metrics. Measuring results and tracking success continues to be an obstacle: 67% of marketers report that this is the single most important challenge to content marketing, while only 21% say that they successfully track their ROI.
  • Inadequate budget A lack of a proper budget was named the third largest challenge to content marketing (behind content creation and strategy) , with 40% of all marketers claiming it as a problem. 
  • Less than stellar content creation process A whopping 55% of B2B marketers report that producing their content is a huge challenge while 47% of B2B companies report finding the type of content that engages just as frustrating. 

But despite the challenges, content marketing still remains the only real marketing alternative today. The world is no longer about campaigns and promotions but about steady relationship building and invitations to continue the conversation. Nothing does this better than content.

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About the Author

Nicknamed the 'female David Ogilvy’, Sue Rice is famous for her exquisite writing skills and strategic savvy. A native Californian and Stanford University graduate, she launched her career on Madison Avenue in the 90s and eventually helped run BBDO Europe in Paris as their Communications Director. Now a 7-figure entrepreneur, Sue helps businesses create high-quality content that attracts clients, builds brands and skyrockets sales.