content marketing part 1 of 7

CONTENT MARKETIN

G:Information about content marketing

from statistics to ideas for marketers to use.

Table of Contents: Page Title: Page Number:Content Marketing Statistics:

3

Overview 4Usage & Effectiveness 23

Marketing Metrics: 37Effective Strategy Creation:

57

Content Creation: 63Content Goals 64Types of Content to Create

70

Creation Steps 97How to Create Content 104

Content Readability: 132

Page Title: Page Number:Social Media: 150

Ideal Word Count 151Repurposing Content 159

Best Practices: 168Top Practices 169Pros & Cons 181Tips 186Trends 193Content Marketing Ideas

199

Content Success 213Work Cited: 229

What is Content Marketing?• A strategic marketing approach focused on creating & distributing

content that is:

• Content is created to attract & retain a clearly defined audience as well as drive profitable customer action

Valuable

Relevant

Consistent

Compiled by Author: contentmarketinginstitute.com

Facts on Content Marketing:

69%

Marketers are creating

more content now than a year ago

66%

Businesses rate their content

marketing as basic &

consistent

62%

Business want to

create more engaging &

higher quality content

Compiled by Author: digitalinformationworld.com

Budget:

3%

23%

20%

16%

10%

4%2%

22%

Percentage of Budget Used on Content Marketing:

0% 1% to 9% 10% to 24% 25% to 49%50% to 74% 75% to 99% 100% Unsure of Budget


Budget:

35% of marketers will keep budgets

the same

51% of marketers will

increase spending

On average 28% of Budgets are

used for content marketing

The higher the maturity of the marketer the

more budget is allocated to

content marketing


Cost of Content Marketing:

Low Medium HighInternal Content Marketing Specialist

$48,000 to $72,000Per Year

$72,000 to $104,000Per Year

$104,000 to $150,000Per Year

Outsourcing To A Content Marketing Agency

$1,250 to $2,500

Per Month

$2,500 to $7,500

Per Month

$10,000 +Per Month

Contracting Freelance Writers &Copywriters

$50 to $250Per Content

Type

$250 to $500Per Content

Type

$500 to $3,000Per Content Type

Content Marketing Tools

Free to $100Per Month

$100 to $1,000Per Month

$1,000 to $2,500Per MonthCompiled by Author: brianhonigman.com

Cost of content marketing from employees to tools used:


Compiled by Author: .inc.com

Cost of a Facebook Post Per Day:

• $127,500 (Factors in a hourly salary of $42.50, 1,500 daily posts, 2 hours spent)

Most Marketers use Up to Seven Channels:

• Cost about $892,500 per day or $325,762,500 per year

Video Production Costs:

• Starts at $1,500 per minute

TV Commercial Costs:• $5,000 to $250,000 per minute

for a major commercial

Mobile Ad Spending:• $13.1 billion in 2013 it rose to

$18 billion in 2014 & is expected to increase each year


Cost will increase by 2019 when 6

billion people connect to the

internet

Greater the audience base; the more expensive & grander the reach for advertisements

Compiled by Author: .inc.com

Benefits of Content Marketing:

Better Keyword Targetin

g:

• Get more visitors to your site from a variety of topics

Better Ranking:

• Helps improve ranking for your website

More Content,

More Traffic:

• Increase your range of targeted keywords

Compiled by Author: visual.ly/

Challenges of Content Marketing:

Producing Engaging Content

60%

Measuring Content

Effectiveness57%

Producing Content

Consistently57%

Measuring ROI of the Program

52%

Lack of Budget35%

Producing a Variety of Content

35%

Gaps in Knowledge &

Skills of Internal Teams

25%

Understanding & Choosing

Technologies 24%


Challenges of Content Marketing:

Compiled by Author: adweek.com

69% of marketers feel their greatest challenge is a lack of time to create content

Lack of Time:

1 in 2 marketers struggle to produce enough content to engage their target audience

Producing

Content:

Content for Subscription:

eNewsletters Blog

Online Communi

tyVideo Series

Top Content Marketers want Customers to Subscribe to:


Digital Magazin

es

Print Magazin

esPodcast

Marketers Maturity Levels:

Sophisticated; 8%

Mature; 24%

Adolescent; 29%

Young; 27%

First Steps; 11%

Maturity Level of Content Marketers:

The higher the level of maturity of

the marketer, the more effective content

marketing will be


Marketers Maturity Levels:

Sophisticated: • Providing accurate measurement to the business, scaling across the organization

Mature: • Finding success, yet challenged with integration across the organization

Adolescent:• Have developed a business case, seeing early

success, becoming more sophisticated with measurement & scaling

Young: • Growing pains, challenged with creating a cohesive strategy & a measurement plan

First Steps: • Doing some aspects of content, but have not yet begun to make content marketing a process


Metrics to Use:

Sales Lead Quality

Sales

Higher Conversion Rate

Sales Lead Quantity

Website Traffic

Brand lift

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

87%

84%

82%

71%

71%

69%

Top Metrics Marketers are Using for Content Marketing:


Metrics to Use:

SEO Ranking

Customer Renewal Rates

Purchasing Intent

Subscriber Growth

Qualitative Feedback

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

67%

66%

64%

62%

61%



Metrics to Use:

Data Capture

Time Spent on Company Website

Inbound Links

Social Media Sharing

Cost Savings

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

60%

59%

54%

50%

36%



Priorities for Content Creators-Creating More Engaging

Content Underst&ing What Content is Effective & Which Isn’tFinding Ways to Repurpose

ContentCreating Visual ContentBecoming Better

StorytellersFinding Ways to Underst& AudiencesContent

OptimizationContent CurationContent

PersonalizationBecoming Stronger Writers


Creators of content priorities

the following

as important for their

marketing efforts:

Why it Matters:

Organic search leads have a 13% higher close rate than outbound marketing leads

53% of consumers are more likely to buy if they find a product through an online

article

3 out 4 B2B buyers rely more on content now than

they did a year ago

Return on investment of content marketing was more

than triple that of paid search

Content Drives Leads & Purchases

Compiled by Author: adweek.com

Work Cited:• "12 Creative #ContentMarketing Ideas That Don." Lifehack RSS. N.p., n.d. Web. 25 Aug. 2016.

<http://www.lifehack.org/416267/12-creative-contentmarketing-ideas-that-dont-require-a-blog-infographic?ref=pp>• "12 #ContentMarketing Trends That Will Dominate 2016 - #Infographic." Digital information world. N.p., n.d. Web. 25 Aug.

2016. <http://www.digitalinformationworld.com/2016/01/infographic-content-marketing-predictions-12-trends-for-2016.html>.• "5 Content Marketing Tips for 2016." SlideShare. N.p., 22 Dec. 2015. Web. 25 Aug. 2016.

<http://www.slideshare.net/CiceronHQ/5-content-marketing-tips-to-stand-out-in-2016-infographic>.• “ 6 Steps to Creating Great Content Guide and Infographic. SocialMediadd. N.p., n.d. Web. 25 Aug. 2016.

<http://www.socialmediadd.com/content-creation-infographic-guide_a/374.htm>.• B2B Content Marketing: 2016 Benchmarks, Budgets and Trends. 2016. Content Marketing Institute, Marketingprfs, Brightcove.

PDF. 25 August 2016. <http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf>.• "Building Your 2016 Content Strategy - ZenContent." ZenContent. N.p., 12 Feb. 2016. Web. 25 Aug. 2016.

<http://zencontent.com/2016/02/13/building-your-2016-content-strategy/>.• "ContentMarketing Tips: 10 Fundamentals Of Readable Content - #infographic." Digital Information World. N.p., n.d. Web. 25

Aug. 2016. <http://www.digitalinformationworld.com/2015/10/infographic-10-fundamentals-of-readable-content.html>.• DeMers, Jayson. "The 7 Basic Principles That Dictate Content Marketing Success." The Huffington Post. TheHuffingtonPost.com,

n.d. Web. 25 Aug. 2016. <http://www.huffingtonpost.com/jayson-demers/the-7-basic-principles-th_b_11432784.html?utm_content=buffere49b2&%3Butm_medium=social&%3Butm_source=linkedin.com&%3Butm_campaign=buffer>.

• Deshpande, Pawan. "29 Essential Content Marketing Metrics." The Huffington Post. TheHuffingtonPost.com, n.d. Web. 25 Aug. 2016. <http://www.huffingtonpost.com/pawan-deshpande/29-essential-content-mark_b_7784822.html>.

• “Dos and Don'ts of B2B Content Marketing." The Content Standard by Skyword. N.p., 13 Aug. 2014. Web. 25 Aug. 2016. <http://www.skyword.com/contentstandard/marketing/the-dos-and-donts-of-b2b-content-marketing/>.

• "Do's and Dont's of Content Marketing." Visually. N.p., n.d. Web. 25 Aug. 2016. <http://visual.ly/dos-and-donts-content-marketing>.

Work Cited:• "Expert Advice On Developing An Effective Content Marketing Strategy."Expert Advice On Developing An Effective

Content Marketing Strategy. N.p., n.d. Web. 25 Aug. 2016. <http://www.digitalinformationworld.com/2015/04/developing-a-content-strategy.html>.

• "How Much Should Your Content Marketing Really Cost?" Brian Honigman. N.p., 28 July 2015. Web. 25 Aug. 2016. <http://www.brianhonigman.com/true-content-marketing-cost/>.

• “Ideal Word Counts for Social Media Posts [Infographic]." MarketingProfs. N.p., n.d. Web. 25 Aug. 2016.<http://www.marketingprofs.com/chirp/2016/29671/the-ideal-word-counts-for-social-media-posts-infographic>.

• "INFOGRAPHIC: The Secret to Content Marketing." SocialTimes. N.p., n.d. Web. 25 Aug. 2016. <http://www.adweek.com/socialtimes/infographic-the-secret-to-content-marketing/619639>.

• Meldey, Norma. "PROS AND CONS OF CONTENT MARKETING." LinkedIn. N.p., 5 Oct. 2015. Web. 25 Aug. 2016. <https://www.linkedin.com/pulse/pros-cons-content-marketing-norma-medley>.

• “Mixology of Content Marketing - #Infographic." The Mixology of Content Marketing - #Infographic. N.p., n.d. Web. 25 Aug. 2016. <http://www.digitalinformationworld.com/2015/10/infographic-the-mixology-of-content-marketing.html>.

• Montini, Laura. "The Staggering Cost of Content Marketing (Infographic)."Inc.com. N.p., n.d. Web. 25 Aug. 2016. <http://www.inc.com/laura-montini/infographic/how-much-marketing-really-costs.html>.

• "SCALE YOUR CONTENT MARKETING TO GROW LEADS AND REVENUE."Content Curation & Content Marketing Platform. N.p., n.d. Web. 25 Aug. 2016. <http://www.curata.com/>.

• “What Content Types Should You Create? [Infographic]." MarketingProfs. N.p., n.d. Web. 25 Aug. 2016. <http://www.marketingprofs.com/chirp/2016/29204/what-content-types-should-you-create-infographic>.

• "What Is Content Marketing?" Content Marketing Institute. N.p., n.d. Web. 25 Aug. 2016. <http://contentmarketinginstitute.com/what-is-content-marketing/>.

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