According to the 2017 Content Marketing Institute (CMI) benchmarking report , 89% of B2B marketers use content marketing to attract and retain a clearly defined audience and ultimately to drive profitable customer action . Ironically many users say that content marketing is useless , but in reality what they do is not content marketing. When done right, content marketing drives sales. Creating content is NOT doing content marketing… it is just a small part of the process. The CMI and SmartBrief published a report on how content marketing drives sales, with data and information collected from 1,200 users. What was sought was to discover what types of content are most influential in making purchasing decisions. Here are five key statistics from the report and some associated tips that can help you reinforce your content efforts to gain more leads and sales. Content marketing drives sales 1-81% say they do research online before buying. Morocco Phone Number List The modern buyer’s journey is increasingly self-directed. This phenomenon is undoubtedly what drove content marketing as we know it today. Buyer’s journey According to the CMI and SmartBrief report, most decision makers are conducting their own research before even contacting a vendor. If what they do is search the internet, using Google or social networks … and what they find is content, this is the clearest sign that content marketing drives sales. Tip: Thanks to the rise of the internet, social media and mobile technologies, shoppers are more empowered than ever to take matters into their own hands, but they want to be educated.
As a result, marketers need to double down on their efforts to guide people through the buying process by creating content for each stage of the sales funnel, that is, content for: Those who are just looking for information Those who start looking for suppliers to compare Who are determined to buy This means taking advantage of the Attract, Engage and Convert model; create customer-centric content that is useful in its background, and in its form should be easy to find, consume and share Question: Does your business publish these 3 types of content on its site and distribute it on social media? 2 – 40% say that the credibility exceeds the source of information. Since decision makers are often doing their own research, it stands to reason that they are consuming information from many sources. According to the report, 66% of respondents admitted to using sources from different vendors to gather information. But perhaps one of the most interesting revelations was that 40% say the source of the information is not of great concern. In the end, they just want good, credible information to help them through their buying process. second proof that content marketing drives sales. Tip: As long as the content is credible, the source doesn’t matter. It does not matter if you are a SME or a large corporate. What matters is that your content is useful, 1st and that your website is up to date.
You should not neglect that your prospects will likely come into contact with your brand in various ways, so the content should be similar across all channels (i.e. print materials, social media, website, events, etc.) to ensure consistency. consistency and build credibility. Example Take Impulso as an example, a business coaching company in Spain specialized in supporting and training owners, managers and teams. One of their awareness and sales channels of course is content; They have a blog that they update weekly answering common questions that entrepreneurs might ask themselves. Mexico Phone List All its content is created from the perspective of a business coach. When an entrepreneur perceives that a site answers his questions over and over again, who do you think he calls when he needs the service? content marketing drives sales Question: Does your business have updated its contents and are they 1st? 3-62% say they want content that speaks to their specific needs and pain points. As marketers, it is our job to understand who our audience is, the challenges it faces, and the questions it is asking. But maybe we are a bit short in this area. We all say we know our clients, but the reality is that we do not do it thoroughly. We do not know what are your emotions, concerns and pain points where we could support you.