Content marketing in 2018: the stats

What does content marketing look like in 2018?


"You should start a blog."

It was - and still is! - common advice for small businesses and every person looking to further their own brand. In fact, the internet is packed with all sorts of blogs these days. But does your blog stand out? It all comes down to the principles of content marketing and creating content that provides the precise information that readers are looking for.

But with the competition as fierce as it's ever been, it takes more than a decent bit of content to stand out from the crowd. Here are a few statistics to keep in mind when creating content for your blog.

People spend an average of 37 seconds reading an article. (Source: com)

If 37 seconds seems short to you, it is. Readers have a tendency to skim articles for the information that they're looking for and if they have a difficult time in finding it, they move on to another website. This is important as well for search engine optimization purposes; if people leave your site in a hurry, it's a signal to search engines that your content isn't all that valuable.

Luckily, there are ways to keep readers around. Clearly label the sections of your content, keep the ol' "walls of text" short, and pack your content with valuable, actionable information.

Content marketing offers three times the leads of traditional marketing while costing around 62%that less. (Source: Content Marketing Institute)

If you've ever wondered about the ROI of content marketing, this statistic should make it clear. When properly utilized, content marketing is an inexpensive endeavor that will allow you to stand out from your competitors. The key is to represent your business as a thought leader in your industry and community.

72% of marketers view branded content as producing a better ROI over magazine advertisements. (Source: Luma Partners, LLC)

Advertising has been a staple of businesses for centuries and it's not going anywhere. However, we've all adapted to have our guard up where advertising is concerned. For example, studies show that we're far more likely to trust a peer review over an advertisement.

That's precisely why content marketing is so valuable. You aren't selling, necessarily; you're informing. The goal is to educate your audience and provide them with the knowledge and freedom to make good choices.

63% of marketers create content by buyer persona. (Source: Hubspot)

Buyer personas may seem tedious and a callback to a marketing class, but they are especially valuable when it comes to professions like public relations or content creation. Who are your customers? No, really; who are the people who will naturally need your business' services? 

A buyer persona takes this demographic information and gives it a face and personality. If you can visualize your audience, it's much easier to create a valuable article for your readers.

Four out of Five sites use blogs and email newsletters. (Source: Content Marketing Institute)

Blogs and newsletters - they go hand in hand. Newsletters are another useful marketing tool that can have an insane ROI, especially if you have valuable information to provide subscribers. With 80% of companies investing in email newsletters, you can set yours apart from the rest with your content marketing.

What is in most email newsletters? A sale? A reminder to buy that item you looked at a week ago? These reminders convert into sales, but asking someone to read is a much easier sell that can pay off down the line.

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