5 statistics to convert content marketing nonbelievers

Are you waiting for the ‘fad’ of content marketing to pass? We hope you’re sitting comfortably because you’re going to be waiting an awfully long time! Content marketing continues to dominate the 2013 digital marketing scene, and with good reason. We could hold forth about its benefits, but nothing tends to drive a message home better than cold hard facts, so here are 5 statistics that will convert even the most diehard of content marketing nonbelievers.

  1. 78% of Fortune 500 companies use content marketing (

    Yes, you heard right – almost four out of every five Fortune 500 companies are already using content marketing to their advantage. These aren’t just any companies – they’re leaders, innovators, and ultimately, they make the most money. If the majority of the Fortune 500 are agreed on the same marketing technique, it’s probably something you should be considering for your business too.
  2. 71% of companies are increasing their content marketing budgets this year (Econsultancy/Responsys)

    Not only are more and more companies using content marketing, almost three quarters of them are intending to drive even more money in to their existing campaigns over the next twelve months. This figure, which comes from Econsultancy’s Marketing Budgets report 2013, demonstrates that people who are already using content marketing must be seeing positive results – otherwise, why would they increase their investment?
  3. Content marketing costs 62% less per lead than traditional outbound marketing (WebServes)

    This statistic shows that content marketing is not just cheaper than print or TV advertising – it’s also a lot more effective when it comes to generating those all-important leads. Whether you’re a marketing manager or indeed a CEO, ROI is no doubt one of the key factors that will be at the forefront of your mind with every business decision that you make – and it’s hard to argue with a higher ROI for a lower total spend!
  4. 74% of consumers prefer to get information about a company in a collection of articles, rather than an ad (Custom Content Council)The news that more than half of people prefer relating to brands through articles rather than ads shows just how important content marketing is to the very people you’re trying to reach: your customers. Advertising has its place, but using content marketing to engage your core customer base is a great way of enabling them to relate to your brand on a different level, and show a side of your company personality that more formal communication may hide.
  5. 61% of consumers say they are more likely to buy from a brand that publishes custom content (Custom Content Council)This point, also from the CCC, demonstrates the simplest and most important reason to implement content marketing for your company – if you provide your consumers with custom content, they’re more likely to buy from you. The ultimate goal of any marketing campaign is to generate revenue, so if posting blogs, writing tweets, sending email and sharing e-books will help you do that, that’s a great reason to start drawing up your content strategy!