Why Content Marketing Matters

Let’s dive into what genuine content marketing matters means and explore three compelling reasons why investing time and energy into creating great content is a game-changer for brands and businesses.

Did you know that humans have been sharing stories for tens of thousands of years? A recent study published in the journal Nature highlights just how long this tradition has been around. From the ancient cave art of Indonesia to today’s sleek infographics, storytelling has evolved tremendously. Fast forward a few millennia, and it’s clear that people are telling more stories than ever! We’ve changed the way we tell our stories.
Our digital landscape is evolving faster than ever, and it can take time to keep up. Content that once seemed fresh can quickly become outdated, like fossils collecting dust. What’s trending today might be tomorrow’s ironic meme! Attention has never been more valuable. According to a recent projection by data giant Seagate, by 2025, more than 75% of the global population will interact with data every 18 seconds. It highlights how quickly our digital lives are evolving and how critical it is for brands to capture and hold consumer attention amidst the constant noise of information overload.
Why are users so distractible?
The modern web is noisy: promotions, clickbait, flashing banners, subscription pop-ups, and plain old spam all clamor for notice.
In the deluge of information, it’s easy to see why savvy consumers use services like AdBlock to streamline their browsing experience.
Unfortunately for your brand’s carefully calibrated marketing campaign, 2020 marks the start of an annual trend that will send 35 billion global advertising dollars right down the drain.
So, how can a modern brand connect with savvy customers who see their attention as a precious resource?
How do you capture the interest of an audience that can easily overlook your advertising?
The answer lies in giving them what they truly want:

Content that matters.

How Does Content Marketing Work?

No matter how you define content marketing, one thing is clear: it works.
Here’s why:
Great content—what we call practical content marketing—is genuinely engaging. Your audience doesn’t need to be persuaded to read it; they actively seek it out. They can’t help but dive in!
They might need to realize that the content they love is part of a marketing strategy. But if they recognize it, they genuinely appreciate the goodwill from a brand that helps them make informed decisions without any strings attached.
Now, imagine you’re a brand with deep pockets.

You could spend over $5 million for a 30-second Super Bowl ad and reach around 100 million viewers simultaneously.
However, as Joe Pulizzi suggests, that same budget could be better invested in building a loyal community of engaged brand advocates through long-term initiatives.
Think about it: 70 issues of a print magazine? Check. Large-scale customer events? Check. Tens of thousands of blog posts and countless white papers? Double-check. So, what happened to content marketing?
Believe it or not, these budget-friendly, quickly implementable strategies can significantly boost your SEO and truly engage your audience.
Let’s dive deeper into what successful content marketing really looks like!

Way Beyond Blogging: What Content Marketing Looks Like in
the 2020s

A 2020 analysis from Entrepreneur predicts that content marketing in this decade will expand to
include some exciting new essentials:

● Live-streaming
● Content optimized for voice search
● Augmented Reality (AR) experiences
● One-on-one conversations with customers through tools like Facebook Messenger
● Personalized content that adapts to your audience based on data like location, online behavior, or demographics

As you can see, the possibilities for content marketing are virtually limitless! The commitment to involving audiences in the brand’s story remains constant across all successful channels. This approach helps build a community rooted in trust.
In fact, 90% of modern businesses use content marketing in some form, from industry giants like John Deere and Red Bull to the most minor indie brands. Curious about how it all works?
Now that we’ve outlined what content marketing is and the various forms it can take let’s explore what it can do for you!

The Power of Awesome Content (& Why Your Audience Will
Love It)

It’s Anything But Superficial

In today’s world, whether your brand is big or small, readers expect your content to be in-depth, well-researched, and genuinely authentic. With the rise of deep fakes and heavily filtered Instagram posts, audiences are craving something more real—something that truly deserves their valuable time.
Research shows that longer content, which dives deeper and offers more information while citing credible sources, is often perceived as more valuable than shorter pieces.

The Power of Personalization

Everyone navigates the internet in their unique way.

Many users now expect algorithms to accurately track their interests and guide them to the content they’re searching for. This level of personalization is becoming the norm, and brands must adapt to these changing expectations. Content marketing is all about connecting with individuals on a personal level.
Take YouTube, for example. Instead of relying on traditional calls to action or the star power of famous actors to drive sales, YouTube’s algorithm uses a wealth of data to recommend highly personalized content tailored to each viewer’s interests. And it’s proving to be effective. With over 2 billion logged-in users monthly, YouTube has discovered that viewers are three times more likely to engage with content that aligns with their passions rather than content featuring Hollywood celebrities.

It’s Responsibly Transparent

Today’s consumers don’t just interact with a brand—they become part of its story. This journey includes both the highs and the lows.
In fact, 53% of users expect companies to demonstrate corporate responsibility on social media and to be open about any changes to their products or services. While it may require some extra effort, it’s evident that transparency pays off.
In today’s market, being transparent is essential for building and maintaining public trust.

3 Reasons Why Investing in Powerful Content Marketing Is Worth It

Content Marketing Helps You Build Connections with Your Evolving Audience Technology is transforming how your prospects engage with information and make decisions.
According to a 2020 study by Statista, it’s projected that by 2023, over 7 billion people around the globe will own a smartphone. Take a moment to let that sink in—that’s almost the entire current population of the world! Now more than ever, your content has the opportunity to reach a truly global audience. But here’s the challenge: Let’s focus on a more manageable group—adults in the U.S. On average, American adults spend over 11 hours a day engaging with various content channels. Yes, you read that right!
Now more than ever, your brand has the opportunity to maintain a consistent dialogue with your audience.

Content Marketing Drives Conversions (Without Being Pushy!)

Let’s dive into some interesting stats for a moment.
Did you know that, on average, content marketing generates six times more conversions for marketers compared to those who rely on traditional strategies?
That’s 2.9% for content marketing versus just 0.5% for traditional methods.
When we focus on the B2B sector, content marketing accounts for between 0.8% and 1.1% of all B2B conversions.
So, how does this work?

Look at your audience—whether B2B or B2C, they’re hungry for valuable content that cuts through the noise.
Want to grab their attention?
You’ll need to discover your content differentiation factor (CDF).
It is your brand’s unique perspective on content that your audience has seen before.
Find your CDF, and you’ll be well on your way to significantly boosting your conversions!

Content Marketing Saves Money and Boosts Sales!

Every business, regardless of size, is always looking for ways to cut costs.
Content marketing is a powerful way to save money—it costs 62% less than traditional marketing while generating an impressive three times as many leads.
In the past decade, content marketing has experienced remarkable growth.
According to Google Trends, global interest in content marketing has soared to nearly 100%, reaching peak popularity over the last 16 years.
Content marketing matters because it can help you trim your marketing budget and drive more sales over time by attracting higher-quality leads.
How does this work?
Through opt-in advertising (also known as subscription-based advertising), you can save on lead generation while building a network of engaged followers who will think of your brand first when it’s time to make a purchasing decision.

Is Your Business Ready to Thrive?

Content marketing is becoming increasingly vital as new technologies emerge and your potential audience continues to grow.
Are you prepared to showcase your brand’s value, build a community, and turn your audience into loyal action-takers?
It’s time to put the human touch back into marketing. Let’s develop a content marketing strategy that works for your business!