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Does Content Marketing Work

In our last Small Business Strategies series post, we discussed content marketing and what exactly this popular marketing strategy entails. If you didn’t get a chance to read it, you can do so right here.

But today, we’re going to talk a little more about content marketing and explore the question – does it really work?

The answer is yes, it definitely works. But let’s dig a little deeper and take a look at some of the cold hard facts.

Content Marketing – The Facts

Take a look at some of these recent statistics from companies already integrating content marketing into their overall marketing strategies:

  • In a recent survey, 67% of B2B companies reported that content marketing is within the top three or higher level priority within their overall marketing plan.
  • Using inbound marketing strategies (aka content marketing) delivers 54% more leads than using traditional outbound marketing strategies, such as paid advertising and cold calling.
  • 80% of B2B marketers are already implementing and utilizing content marketing strategies within their businesses.
  • In B2B companies, 67% of buyers rely more on content research (which stems from content marketing) to make purchasing decisions than they did just a year ago (aka content marketing is growing).
  • And another stat to prove content marketing is growing – 76% of markers are increasing their investment in content marketing, or adding more money to the content marketing budget.

It’s clear that content marketing is not only working for businesses, but it’s also growing rather quickly as more and more marketers discover the benefits of investing in this type of marketing strategy.

But what about when it’s not working right away? What happens when you don’t see immediate results?

Are You Doing Something Wrong?

More than likely, you aren’t doing anything wrong. Most of the time, content marketing isn’t an overnight success (unless of course something of yours happens to go viral on YouTube or Facebook). But in most cases, it’s a bit of a process.

The key to success here is consistency. With content creation, you have to produce high-quality stuff on a regular basis in order for it to start showing up in the search results. Even when you aren’t seeing immediate results, it’s important not to give up, but to keep growing, learning and producing more content.

If one avenue isn’t working for you, give another one a try. Take social media for example. For some businesses, Facebook is an amazing platform to connect with their audience and market their products. However, this isn’t the case for everyone – maybe your target audience doesn’t hang out on Facebook. Maybe Pinterest or Instagram or Twitter is more their scene. As with any marketing strategy, you’re going to run into some trial and error, but if you stick with it, you’ll eventually see the big payoff in the end.

If you’re looking for topical ideas for your content creation strategy, try asking those who know your niche best – your audience. If you’re feeling stuck, try doing a survey and ask them what they’d like to learn more about. Then, you can create killer content that’s catered specifically to the needs of your audience. Win-win, really.

In the long run, content marketing really does pay off. Don’t give up, keep innovating, and always be up for trying new ideas!

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