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16 Stats That Prove Why Content Needs to Be in Your Marketing Equation

Sure, you know that creating readable, clickable, shareable content is an important part of marketing. There’s a ton of research all over the internet (in the form of content, I might add) that proves that you need to be creating and distributing content in order to see results from your digital marketing efforts.

Download The Ultimate Guide to Effective Content Distribution to make sure you're getting the most out of every piece of published content.

But do you know why content is such an important factor? Because people want to read cool stuff on the internet. When they read something they like, they share it, and whoever came up with it in the first place benefits. People trust the word of other people over the word of companies telling them that their product or service is the best. If your company isn’t putting an effort into creating content that provides valuable or interesting information for your audience to consume, you’re missing out on a huge chunk of exposure.

I've pulled together 16 stats that show why your marketing budget needs to add in content creation and distribution. These statistics demonstrate that thought leadership, lead generation, and SEO heavily depend on content creation and distribution, all resulting in ROI.

Educational Content > Promotional Content

People can tell when companies are just saying things to get their email addresses. "Enter to Win" hooks can only go so far until your subscribers become sick of the 10% off coupons constantly flooding their inboxes. What they could use, however, is some valuable information that answers their questions and teaches them something. That's why:

Documented Strategy > Winging It

Turns out, the marketers who are keeping track of their content strategy are the marketers who are seeing better results. It may seem like you're checking the content creation/distribution box on your to-do list by aimlessly posting content at random times, but are you seeing any actual good come from it? Decide what your goals are and plan accordingly. After all:

Download your interactive content marketing strategy checklist and get started on your documented content strategy today.

Real People > Corporate Branding

We're so over the sleazy sales guy — it's time for customers to be able to trust the people who are selling to them. Ditch the pitch and show your potential customers that you truly believe in what you are selling. Social media allows salespeople to share how they feel about their products or services for free, so there's really no excuse not to take advantage of it. Just consider:

  • Salespeople who are highly active on social networks snag 45% more sales opportunities; plus, they're 51% more likely to reach their sales goals.
  • 78% of social sellers sell more than sales reps who eschew social media.
  • Sponsored content on social media is one of the top two methods of content distribution used by B2B marketers.

Reliable Brands = ROI

Living in the digital age, your customers have a much greater ability to comparison shop. That said, if a customer is debating between your offering and a competitor's, he or she is likely to decide based on brand if the product or service seems to be comparable in all other ways. Through content marketing, companies can establish trust in their brand in order to increase leads and close deals. So it's no wonder:

Not All Content Is Created Equal

If you do not currently have a content strategy, you're probably wondering where to start. It's a great idea to have a mix of content available for your audience, but it's also good to start with the basics. Blogging is a tried and true element of successful content strategies, and it's not going anywhere. That's not surprising given that:

So there you have it: Content marketing is critical to businesses and the individuals who bring clients to those businesses. If you've not put much effort into your content strategy in the past, now is the time to start. It's not a quick fix to your marketing woes; it's a long-term investment. But the payoff is worth it.

Want to create a content marketing strategy that pulls all the weight that it possibly can? Download our content strategy checklist below. 

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About Lauren Morrow

Newsrooms don’t have craft beer, chalkboard walls, and ping-pong tables, so I switched from journalism to marketing. I stayed because I truly believe that every company has a unique story and that content marketing is the most authentic way to use it for good.

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