Everyone knows that content marketing is the best, most effective way of reaching potential customers, generating leads, and driving sales. At least, everyone knows it in theory. You hear it praised to the skies by marketing experts everywhere. You read blogs like this one about the best tips and tricks for doing it well. But unfortunately, there is a shocking gap between how content marketing is perceived and talked about, and how it’s actually put into practice. For instance:
- 86% of marketers are using online content in one form or another, but 59% feel they don’t have the tools they need to be successful at it.
- Content marketing costs an average of 62% less than traditional marketing, but even so, 52% of marketers feel their content marketing strategy doesn’t have the budget it needs.
- An estimated 60% of Internet use is done via mobile devices now, yet only 43% of marketers have their blog optimized for mobile browsing.
- Everyone agrees that a social media presence is essential for promoting your brand, but only 43% of marketers believe their existing social media marketing strategy is actually effective.
- Finally, and perhaps most telling, the most important aspect of content marketing is generating interesting, engaging content, and that content is the top reason why users follow brands on social media. But only 1 in 5 readers will make it past even the headline, much less to the end of the post.
These statistics can be a bit disheartening. Is Internet content still an effective marketing tool? Is the payoff worth the time and effort that you put into it? Only if you do it the right way.
First, take a look at these statistics and figure out which, if any, apply to your company. Then you’ll have a better idea of what changes you can make to your content strategy. For instance, do you feel you lack the tools you need to be successful, or are you limited by budgetary constraints? Talk to your higher ups and do what you can to show them how allotting a few more resources to your content strategy could vastly improve things all around. If they won’t listen, just do the best with what you have. There are all sorts of free and nearly-free tools on the web to help you deliver better, more effective content. Be creative and use what’s at your disposal.
At the same time, make sure you’re aware of the deficiencies in your strategy itself. More Internet browsing is done mobilely now than on desktops. Make sure your site is equipped to accommodate those mobile users. And as for drawing people in to your content in the first place, you need to start by making sure your headlines are as engaging as possible, so that the people who see them are compelled to keep reading and find out what your brand has to say.
Nobody ever said content marketing was easy. It takes hard work, dedication, and patience to see the kind of results you’re looking for. This is why we have these unfortunate statistics, despite the obvious usefulness of a content strategy. Brands simply don’t put the work and the resources necessary into making their strategy effective. If you can remedy that problem in your own company, you’ll no longer be a statistic. You’ll be a success.