With 2016 just around the corner, one can’t help but reflect on just how much online marketing has evolved- especially as it relates to content marketing. Marketers alike would be wise to think about just what their online content marketing strategies will look like in the coming year.
Helping out with this thought, Forbes contributor, Jayson DeMers, put together an excellent list of the most recent content marketing stats. Some of these stats are re-posted here. However, we encourage you to view the original article.
B2B Content Marketing Stats
1. 88% of B2B marketers currently use content marketing as part of their marketing strategy, yet only 32% have a documented content marketing strategy. (source)
2. 61% of the most effective B2B content marketers meet with their content team daily or weekly. (source)
3. The most effective B2B content marketers allocate a larger portion of their budget to content marketing: 42% of their total budget, compared to 28% for less-effective marketers. (source)
B2C Content Marketing Stats
4. 76% of B2C marketers report using content marketing, yet only 37% say their strategy is effective. (source)
5. 37% of B2C marketers say they have a documented content marketing strategy. This is up from just 27% last year. (source)
6. B2C marketers use infographics more than any other content strategy. 62% report using infographics, and 63% from this group said they were effective. (source)
General Content Marketing Statistics
7. Self-employed individuals are more likely to use blogging than large businesses (those with 1,000+ employees). (source)
8. B2B businesses are more likely to use blogging than B2C businesses. (source)
9. 45% of marketers say blogging is their #1 most important content strategy. (source)
Thanks, largely in part to smartphones, today’s online audience can only muster approximately 8 seconds-worth of coherent thought before becoming distracted or bored. That’s a shorter attention span than a goldfish. Thus, many online marketers resort to creative headlines as a means to generate increased traffic to an article, blog post, or other piece of online content. However, creating catchy headlines can often do more damage than good when trying to establish brand loyalty and increase consumer engagement.
Prevalence of Clickbait
What is ‘clickbait’?
Clickbait is any headline or phrase that marketers and/or publishers employ to entice viewers to click. Content marketers often employ clickbait tactics in a number of ways, such as:
Catchy e-mail headlines
Sponsored posts on social networking sites
Why does clickbait exist?
The increasing prevalence of clickbait is due, in part, to the fact that there is more content on the Internet competing for our attention. Therefore, to stand out, marketers will sometimes resort to creating sensationalized titles that grab our attention and pique our interest – enough to make us want to click to find out more. However, the end result is often a title that is better than the actual article. Underwhelmed by whatever content they’ve been tricked into viewing, consumers become turned off and may lose trust in that brand.
Examples of Clickbait Titles:
“You’ll Never Believe This!”
“What Every Budding Entrepreneur Needs to Know”
“You’ll Never Guess Why..”
“The 5 Things You’ve Been Doing Wrong..”
Creating Content that ‘Clicks’
Instead, what content marketers should be focused on is finding a balance: Produce a title that attracts viewers. Create engaging content that encourages customers to share it with others while also motivating them to explore other content on your site. To do this, marketers need to shift away from focusing primarily on clicks. Rather, the focus should be on overall engagement and sentiment. According to a recent article, published by Marguerite McNeal:
While ad revenue might be the end goal for some media companies, content marketers publish stories to engage potential customers. Their aim is to boost brand awareness and draw audiences into the funnel, and a cheap click that doesn’t deliver on its promise won’t keep a customer around for long.
Your headline and content should work in tandem. That said, quality content will always trump any yellow journalism-style approach. Give readers something that goes beyond a creative headline. Deliver an online content experience that aims to inform, educate, or inspire viewers.
Content marketers can create resonant content in a number of ways. Corey Eridon, of HubSpot, offers five examples of how to achieve this:
#1 – Use images.
Images can be a powerful tool to help convey a range of emotions or ideas. They can be used to draw in a reader, and images can also offer SEO value for better searchability.
#2 – Use data.
Well-researched information is made more credible when you actually produce data to back it up. From citing sources to using an infographic, data can provide a better framework for what you are trying to explain to consumers.
#3 – Use your audience.
Pose a general question about a topic to your Twitter followers. Collect some of the responses, and include this information in your next piece of online content. Your audience’s feedback can be valuable in more ways than one.
#4 – Use real-life examples.
Real-life examples can help others understand an otherwise difficult concept. It can also serve to reinforce brand loyalty as well as introduce new customers to your brand. Why? Real-life examples allow us to relate to what is going on.
#5 – Use the right tone.
Content writers have the sometimes difficult task of nailing down what tone to use – something that varies according to what audience is being addressed. For example, you wouldn’t use SMS-speak in an article addressing corporate executives. How you structure sentences, your use of humor, grammar, and even the way you format your text, can have a tremendous impact on how your content resonates with a particular group of people.
Mind Over Metrics: Shifting Your Focus to What Matters
Learn to look beyond the clicks, and shift focus into metrics that offer feedback on how your content is being perceived by those who view it. Metrics to consider:
# of Shares – Did the content inspire others to share it ?
# of Comments – Did your content cause others to voice their opinion(s)?
Sentiment among comments – What trending emotion do you see? (happiness, sadness, anger, relief, etc.)
Post reach – How many people did your post reach?
This type of feedback can prove invaluable to a content marketer (as well as to an organization) as it allows content marketers to refine their content to better suit their target audience.
At LTTR, we are expert content marketers; we produce quality content that appeals to our clients’ target audiences while delivering tangible SEO-valued results. Contact us today at 919-926-8733 to see how we can help your business succeed.
Estimated Reading Time for This Post: 2 minutes, 11 seconds; approximately 448 words.
Having trouble converting page views into paying customers? Experiencing high abandonment rates on your website? It may have something to do with your landing page.
In an ever increasingly digital world, you only have milliseconds to convert readers into buyers, window shoppers into paying customers…and your landing page experience has everything to do with the success you experience.
There are numerous factors that go into a great landing page experience – elements that you may have never even considered before. Below, we outline 5 key tips to help you improve your user experience.
Create a Better Landing Experience in 5 Steps
Target Your Consumer.
Who is your customer? What are they interested in? Does your landing page content speak to that consumer? Target your consumer by creating content that is tailored to their needs, whether that’s to answer a question, solve a problem, or provide information. Your content should be something that the consumer wants, needs or doesn’t yet know that they need.
Keep it relevant.
Study your target consumers. The more you know about them, the better off you’ll be able to come up with content that is specifically tailored to them. Keeping your content relevant = Keeping your consumer on your landing page.
Consider the design.
Web design continues to be one of the most overlooked, avoided areas for webmasters. Why? Many are unable or unwilling to invest in a visually appealing, functional web design due to a fear of cost, a fear of time commitment, or both. However, with a little digging, there are actually many affordable web designs available if you’re willing to roll up your sleeves a little.
Include pertinent information.
If your website has to do with sports cars, and you are guiding someone to a landing page titled “Sports Car X,” it only makes sense to the consumer that the page should be about “Sports Car X”.
When designing your landing page, don’t trick or confuse consumers by titling your page one thing and then discussing something totally irrelevant. Relevancy not only helps retain potential consumers, it also helps the search engines figure out what your landing page is about.
Find a unique way to tell your story.
As unique as you may think your business is now, there’s always someone out there waiting to compete with you, if they’re not already. How will you differentiate what you are doing from what they are doing? What is your unique selling proposition (USP)? Find a unique way to tell your story. Use CTAs sparingly but strategically. Offer something to your consumers that they won’t be able to find anywhere else.
What other tips can you think of to improve the success of your landing pages?