Content marketing has become a pervasive strategy for businesses across all industries but because its benefits are long-term, it can be hard to quantify the actual return on investment.
How do you track, for example, the exact number of sales a blog post has influenced over time? Visitors could read a post today, then go on to make a purchase three weeks from now.
This is the ultimate aim of content marketing, to create resources that introduce, educate and inform people, rather than directly sell them on your brand, products or services.
Some critics have been skeptical of this approach for it’s lack of persistent promotion. However, it is precisely this advertising mania that is the reason traditional marketing methods have starting to be ignored.
Today’s consumers expect companies to do more for them than just sell stuff. They want them to add value to their lives. They expect a two-way relationship from businesses. They’re getting adept at ignoring pushy sales marketing and the channels it’s promoted on. There’s nothing simpler than installing an ad blocker or marking an email as spam.
This is why marketing has evolving into a broader, more value-added content format. Provide people with the information they want and you can build trust and brand awareness. People will then want to share your brand’s information with their friends, getting more eyes on your content. As an added bonus, that same piece of content can keep doing the rounds for years to come. That’s a substantial ROI.
Want to learn even more about content marketing — where brands are investing most, what types of content are most effective and which channels are paying off? Check out the infographic that we have for you below.