Content Marketing: The Final Frontier for Online Supremacy

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Content Marketing: The Final Frontier for Online Supremacy

  •  Blogs give websites 434% more indexed pages and 97% more indexed links.
  • B2B companies with blogs generate 67% more leads on average than non-blogging companies.
  • 90% of consumers find custom content useful and 78% believe companies who provide it are interested in building good relationships with them.

According to a recent report by the Content Marketing Institute, over 96% of Australian marketers are currently engaged in content marketing and 61% plan to increase their content marketing budgets over the next 12 months.

However despite the buzz around content marketing in recent years, only 29% of Australian marketers believe they are currently effective at it.

The real question here is: why is content marketing so important and will the heavy time resource required to pull it off, really help in the battle of online supremacy?

The short answer is yes.

Competing on Paid Search no longer sustainable

The merits of a strategic and well thought out paid search campaign are undisputed. However, paid search costs continue to climb and if you operate in a competitive paid search industry such as finance, insurance or tourism, paying $7-$15 a click could be very normal.

Additionally, although studies have shown a high correlation between display advertising and future direct traffic to your website due to the ‘digital billboard’ factor, once you pull a campaign, it leaves no SEO legacy.

In short, there is very you can do to differentiate from your competitors once your industry reaches a certain level of competitiveness in paid search channels.

Content Marketing is the final frontier for brand differentiation

It isn’t enough however to pump out content. The key takeaway in the 78% of people who believe content-active companies are interested in building a relationship is customisation.

One online community that really took this to heart years before content marketing became a topic was and continues to be BabyCenter.

With an incredible amount of established competition vying after the pregnant women and new parent segment, BabyCenter realised success required more than a crapload of content and a motivated audience.

In April 2000, BabyCenter decided to give more impact to the site’s content, its online store and its email newsletters, by making them highly personalised.

The results today indicate nothing but success. Over 60% of online store sales come from engaged and registered members. Over 35% of store sales are directly attributed by members receiving customised content in their newsletters.

SEO: Conversions (both macro and micro) and lead nutring i.e. CRM

The ‘434% more indexed pages’ stat attributed to blog active pages suggests undisputable SEO merits.

Indeed, trying to set up micro conversions without customised content syndicated via blogs, emails and social media would be like trying to build a house without bricks.

The power of now affordable, yet automated and dynamic, CRM solutions linked to email platforms and web forms is also an underutilised opportunity for most Australian markters.

Consider the now very affordable CRM solutions such as Zoho and Picnic CRM which have the ability to lead nurture a visitor of your site from the time they first click on an email communication to when they purchase six months later a simple example.

Want to learn more? Attend a class: Content Marketing Strategy & Framework Class, 11 July 2013, 7-9PM

Statistics credited to:
http://www.marketingsherpa.com/article/case-study/how-babycenter-gets-60-online#
http://www.smartcompany.com.au/advertising-and-marketing/2102-01-25-revealed-the-10-industries-that-spent-the-most-on-adwords-in-2011.html

Moby Siddique

Moby Siddique

Currently working as a Senior Digital Strategist for The Web Showroom. Moby has spent his marketing career heavily involved digital, user experience and branding strategy projects forcing brands to challenge the status quo. Moby holds two degrees in Marketing including a Masters of Marketing and himself is a Digital Marketing trainer and keynote social media speaker.
Moby Siddique

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