We certainly think so. This new infographic report from Marketo certainly paints a convincing picture. Content marketing budgets are growing; over the next 12 months, 51% of companies will increase the budget for these programs.
- Risk mitigation
- Lead generation
- Lead nurturing
- Lead scoring
I think the most important reason is not directly mentioned in this report: content marketing speeds the sales cycle and leads to more sales. If your prospects have self-selected by consuming your content (it obviously interested them), and educated themselves on what you offer and why it’s valuable, that is a great sales accelerator.
Also, having a diverse array of content helps prospects (and existing customers) see the full span of products or services you offer. If they are a fan on Facebook or follow your Twitter feed or blog, they will naturally be exposed to “other” products and services that they may not otherwise have known you offered. And bingo, that can lead to a sale that probably wouldn’t have happened otherwise.
I like the diverse array of content marketing tactics on this infographic. Some may not have been considered as “content marketing” a few years ago.
Another interesting stat on here is that the biggest challenge – by far – with content marketing is producing enough engaging content (57% … yes , I combined the two answers because they are the same challenge to me). Surprising that outweighs budget to produce content (20%). So great content trumps lack of budget. When considered in light of sales produced, that makes sense. It’s marketing’s job to makes sales unnecessary 😉 and content marketing can make this happen.
Will content marketing replace traditional advertising? Maybe not completely in B2C markets, but we definitely see that happening with our clients in B2B marketing.
Curious to hear YOUR thoughts.