Download - 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
Compiled by Author: contentmarketinginstitute.com
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
Compiled by Author: contentmarketinginstitute.com
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:
Cost of Content Marketing:
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 of Content Marketing:
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%
Compiled by Author: contentmarketinginstitute.com
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:
Compiled by Author: contentmarketinginstitute.com
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
Compiled by Author: contentmarketinginstitute.com
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
Compiled by Author: contentmarketinginstitute.com
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:
Compiled by Author: contentmarketinginstitute.com
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%
Top Metrics Marketers are Using for Content Marketing:
Compiled by Author: contentmarketinginstitute.com
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%
Top Metrics Marketers are Using for Content Marketing:
Compiled by Author: contentmarketinginstitute.com
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
Compiled by Author: contentmarketinginstitute.com
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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