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Consumer Psychology: Why Content Marketing? A full breakdown.

Business owners require justifications for every B2B agreement (at least the successful ones do). With the buzz-phrase "Content is King" in mind we've put together what you can expect from quality content marketing.


Statistically:


  • 86% of buyers conduct non-branded search queries 
  • The average person consumes 11.4 pieces of content before making a purchasing decision
  • 67% of millennials have installed ad blocker
  • 95% of B2B buyers consider content as trustworthy when evaluating a company and its offerings
  • 85% of users ignore paid ads and focus on organic search results



Customers want content, not ads.

Consumers are well aware of sales pitches and can spot them from afar. You may think that the ads you're running are "resonating" with audiences, however, 71% of readers state they are turned off by ads, funnelling to content that's evidently a sales pitch. (Source, Marketing Profs Report)



People Don't Want Constant Email Promotions



40% of survey respondents want emails to be more informative and less promotional according too Adobe’s 2017 Consumer Email Survey. How to make your emails less promotional? Inserting emails with content such as news posts, interactive content, infographics and photos provides a much more engaging email that consumers will respond too.


Ad blockers are the norm



84% of millennials don't trust ads according to a 2015 McCarthy Group study, while Gen Z's purchashing decision are also not influenced by ads, but rather forms of content. 67% of millennials have ad blockers installed and 615 million devices have the technology installed.



With certain ads, it's not a given what content you're ad will appear next too. This is allegedly a concern for some of the top corporations leading to censorship across some of the largest platforms around. In a 2017 survey, 81% of marketers said having a brand safe environment for advertising is a high priority while 71% stated it's a difficult goal to attain.

 

Research from Teads revealed that CMO's have drastically changed their marketing strategy in the past year with a view to protecting their brand safety and against ad fraud. That included 30% of them boycotting or reducing spending on platforms & channels which cannot guarantee their brand safety.


So what can Content Marketing do?



Content is a proven and major part of the customers journey which allows brands to discover and then create relationships with their audience. In short, if you put out valuable content...you have a huge ROI driver.


When you consider 86% of buyers conduct non-branded search queries (Sales Summit), meaning for your brand, if you have content ranking high in SERPs and answer their questions, you'll hit that huge ROI mentioned above. Customers read reviews, answered questions etc before they buy products or invest in services such as ours. On average 11.4 pieces of content is consumed by the average person every day according to Forrester.


We can deduce then that content breeds credibility, meaning if you're not producing content, you're missing out on an opportunity. 95% of B2B buyers consider content as trustworthy when evaluating a company (DemandGen). Content helps to shape the customers experience throughout the purchasing process. That's important as 75% of consumers expect a consistent experience across all social media platforms, websites as well as in person. Content obviously feeds through all those channels.


Users put their trust in the content, 85% ignore paid ads focusing instead on organic search results proving that the content drives the leads/purchases your business is looking for. Additionally, 89% of respondents stated their purchases came down to who "provided content that made it easier to show ROI or build a business case for the purchase."


Additionally, 89 percent of respondents stated that winning vendors “provided content that made it easier to show ROI and/or build a business case for the purchase.” Startups as an example, rely heavily on content marketing. For brands trying to scale, 89% said they're using content marketing while 66% reported it was important for driving their growth in their business. (WP Curve)



Content Determines Your Brand Image


A brand's content strength accounts for 71 percent of how a brand performs on "improving personal well-being", meaning the content determines how people feel it is. Meaningful brands outperformed their competitors by 206% in the stock market between 2006 and 2016 according to Havas Group.



Cost Savings?



Content can drive steady traffic that can last for years if you have quality content with backlinks and the on-site SEO done correctly; all without ongoing fees. Think then about your monthly PPC spend. If you're spending $10,000 to drive 1000 people to a page on your site and 50 fill out a form, you might make an ROI depending on what you're selling. However, let's say you spend $1,000 on an optimised article with quality backlinks, you'll soon rank with 1,000 monthly visitors to your site comfortably for high volume keywords. This would also improve the ranking of your site, driving other pages higher in SERPs and an improved and long-lasting ROI. 



Now obviously this piece of content you're reading was done with the aims of all the above for ourselves, interested? Contact us below for a FREE quote from the Income Generation Experts.

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