When it comes to digital marketing, content’s the whole kit and kaboodle

Posted on December 20, 2012

In today’s digital media world, content is king.

This is common knowledge now but some companies are still reluctant to embrace it. Creating compelling and relevant content can be time consuming and often requires hiring new talent, so the payoff for such an investment better be huge. The stats below prove that it is.

But before we dive into them, consider this, as big as content marketing is today, it’s set to explode in 2013. Harvard Business Review cites content marketing first in their list of six social-digital trends for 2013. They go as far as saying that “in 2013, content will not only be king, but queen, prince and jester, too.”

So without further ado, here are those stats:

This post offers five stats courtesy of the Custom Content Council that shed light on why content marketing works:

  • 90% of consumers find custom content useful
  • 78% of people believe that organizations providing custom content are interested in building good relationships with them
  • 77% of people understand that an organization’s goal for custom content is to sell them something, but are OK with it as long as it provides value
  • 73% of people prefer to get information about an organization in a collection of articles rather than in a traditional advertisement
  • 61% of people feel better about a company that delivers custom content and are more likely to buy from that company

And then there’s this infographic from Content+, which calls content marketing “the heart of online success”:

The anatomy of content marketing - the heart of online success

And if you’re still hungry for more, or you’re looking for tips on how to make your content irresistible, check out any of The Best Content Marketing Infographics on the Planet, which include such golden information as:

  • The history of content marketing (dating back to 4200 B.C.)
  • Blogging and content creation inspiration
  • Stats showing the content marketing tactics companies are using and exactly what they’re using it for

Insights for this article were contributed by Calin Daniel, president of Inbound Interactive.

About Kelly Ferrier

Kelly Ferrier is Editor/Community Manager at communicatto. Her love of the written word has taken her into a number of industries. This diverse writing background means there's no subject she can't turn into a compelling story. From blog posts and social media community management, to magazine articles and annual reports, Kelly writes copy that captures reader attention and holds it until the final word. When she’s away from her computer, you can find her embarking on mountain adventures, cooking weird and wonderful vegetarian meals or practicing hot yoga.

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  • i_inan

    interesting piece of writing with some great insights and information. I would like to add that in 2013, content marketing seems to shift towards visual content like video, picture, meme and infographic. 

    • Kelly Ferrier

      Absolutely – that’s a great point. Multimedia content is popular now and will continue to be, especially on Facebook. The focus needs to be on storytelling and there are so many mediums that work perfectly for that purpose. 

      Glad you found the post valuable and thank you for your comment!

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