Back in 2012, I made a crucial mistake that almost ruined my business.
Having worked at Global Marketing and Corporate Strategy at SAP for a decade, I lived and breathed great content. It has been my lifeline throughout my career. I wrote for the SAP executive board, the Supervisory board, for the product marketing team and product management team, all of whom appreciated my analysis and writing.
But when I started my own marketing agency, I did not have much experience in dealing with CEO's or marketing VP's of medium- to large size businesses directly.
I completely underestimated the importance these business owners or marketing executives attributed to content marketing.
I assumed they knew. Was I wrong...?
I soon found, that when I talked to prospects, they did not care about the quality traffic I could generate for their website, but only the quantity.Or how many blog posts I could write that spoke to their audience.
They simply did not connect blogging or proper traffic that will turn into leads with revenue growth. They saw content marketing as a cost, rather than an investment, and all they wanted was to be #1 on Google for their keywords.
But I did not connect the dots for them either. I did not have the tools (yet) to measure the impact of 1,000 more monthly visits from the blog posts had on their bottom line. You could say, I learned the hard way.
Now I know and I can prove it. Being able to track, measure, analyze and show the impact my content has on my clients lead generation and revenue is one of the main reasons why Organic SEO Press became a HubSpot Certified Partner Agency 6 months ago.
But to understand why content marketing is important, let's talk first about what content marketing is.
What is Content Marketing?
Content Marketing is essentially the creation and sharing of valuable content to attract visitors to your website, offer them premium content and let them self-identify themselves as leads and turn them into customers and repeat buyers.
Good content marketing is based on the interests and pain points of your ideal target persona and can be anything from website pages, blog posts, white papers, case studies, videos, infographics, targeted email and even social media posts.
Why Is Content Marketing Important For Your Business?
He outlines very clearly, why every business needs to care about creating, publishing and promoting buyer persona driven, helpful quality content.
10 Tweetable Content Marketing Statistics From This Infographic:
To tweet this statistic, just click the bird.
- 67% more leads generated by B2B Marketers who are using blogs
- 37% of B2B marketers think blogs are the most valuable content
- 97% more links for companies who blog
- 55% more website visits for companies who blog
- 72% of buyers find whitepapers useful or extremely useful in the decision making process
- The average ROI for every $1 spend on email marketing is $44
- 44% of email recipients have made a purchase because of a promotional email
- Videos on landing pages can increase conversion rates by 86%
- 69% of consumer internet traffic will be video by 2017
- 45-54 year olds are the fastest age bracket to adopt social media