Content’s Influence on Brand Promotion Strategies
Looking back at 2015, this was the year in online marketing when content came to the forefront. Brands which continued to broaden their social media marketing efforts, continued reaping the fruits of their efforts as measured in terms of customer loyalty, higher conversion rates and higher website visitor retention and interactivity rates. These successes came in proportion to the creative efforts and talents expanded, of course.
Expected 2016 Trends
2016 predictions anticipate further growth and expansion resulting from the momentum of these content trends. With more online businesses expanding their content marketing tactics and brand promotion using these highly successful creative content methods and further adopting interactive and episodic storytelling paradigms and techniques.
In the areas of B2C online marketing, adoption and expansion opportunities remain plentiful. B2C research has revealed that online marketing sophistication has not yet caught up to B2B levels. Tremendous opportunity and advantage exists for B2C online marketers who implement social networking and content related strategies.
Content Focus is Critical
With the average online marketer employing multiple market strategies simultaneously, as well as the need to update contently frequently as in weekly and ideally daily, it becomes apparent that brands which do not invest in content marketing efforts will assess a negative penalty in terms of lack of online brand recognition, relative to those businesses which do make that investment and continue their efforts.
A Couple of More Things to Consider
Content marketing is definitely here to stay, with adoption and deployment being the primary determinants separating successful online brands from their unsuccessful counterparts.
While Search Engine Optimization (SEO) is a good starting point for driving visitor traffic to your business’ website, without compelling content, the prospects for converting such visitors into brand loyal customers are virtually non-existent.
Consider the below research statistics and B2C Content Marketing infograph as they relate to these exciting content marketing trends:
- 50% of consumer time online is spent engaging with custom content. [HubSpot]
- Interesting content is one of the main reasons people follow brands on social media. 60% of people are inspired to seek a product after reading content about it. [Demandmetric]
- B2C marketers use an average of 7 social media platforms. While 94%of the marketers surveyed said they use Facebook to distribute content, only 66% believe it was effective. Of the 82% using Twitter, 50% said it was effective. [CMI2015]
- Brands who engage on social media channels enjoy higher loyalty from their customers. 53% of Americans who follow brands in social are more loyal to those brands. [Convince&Convert]
- 32% of total budget is allocated to content marketing. [CMI 2016]
- Website conversion rate is nearly six times higher for content marketing adopters than non-adopters. [Aberdeen]
- Among the top challenges confronting B2C marketers are producing engaging content (50%), producing content consistently (44%), and producing a variety of content (40%). [CMI 2015]
- 85% of consumers regularly or occasionally seek out trusted expert content – credible, third-party articles & reviews – when considering a purchase. [Nielsen]
- Website conversion is a top priority. 65% of B2C marketers are working on better converting visitors on websites. [CMI 2015]
- 55% of the most effective B2C marketers plan to increase their spending on content marketing. [CMI 2015]
- Most effective marketers are using an average of 12 tactics. [CMI 2015]
- 48% marketers publish daily or multiple times per week. Most effective marketers publish daily. [CMI 2015]
- Consumers rely on trusted content to make purchase decisions five times more today than they did five years ago. [Nielsen]
- At 76%, promoted posts and search engine marketing tied for the most often used methods to distribute B2C content marketing via a paid ads, followed by social ads at 74%. [CMI 2016]
Sources of B2C Content Marketing Statistics
B2C Content Marketing Infograph