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Content Marketing: The Data Behind the Clutter

May 28th, 2015

content marketing_ the data behind the clutter

The internet is flooded with content. In fact, an astounding 27,000,000 pieces of content are shared each day. No matter who you are, that’s a lot of clutter to sift through. In this blog post, we’re going to take a look at the cold, hard data behind all that content and see what successful companies are doing to stand out.

Value of Content Marketing

But first, how valuable is content marketing? If there’s so much content being shared, is it really worthwhile to jump on the bandwagon?

Let’s consider the real-life advice and application from Neil Patel, entrepreneur, marketer and co-founder of Crazy Egg, Hello Bar and KISSmetrics. “There is a big misconception that content marketing doesn’t drive sales,” he says. “But if it didn’t work well, none of my companies would exist.” In generating traffic at KISSmetrics, Patel spends 99% of of his marketing dollars on content marketing and email marketing only. Their content marketing, which consists of one or two articles posted daily and a few infographics each month, brought in the following results for January, 2015:

Google Analytics Data

Patel found that of the company’s 8,144 leads for the month, 5,057 came from the blog. That’s 62% of the total leads. He does stress, however, that the content you create has to be exceptional and that you have to put a huge focus on marketing the content. And Patel’s results are not unique; studies show that brands that create 15 blog posts each month average 1,200 new leads per month.

Types of Content and Channels of Distribution

With so much content being put on the internet every day, it’s valuable to know what kind of content it is, what is most effective, and how the content is distributed. Currently, many marketers are making use of channels like YouTube, Twitter, LinkedIn, Vine and Facebook to distribute their content, and it’s easy to see why. Social media is a fast and easy way to connect with the people that matter most–the targeted consumers. In fact, 93% of marketers use social media for business; the content being distributed consists of videos, infographics, blog posts and articles. Video content seems to be the most popular form of content to create as 63% of B2B marketers rate videos as effective.

Studies have shown that 86% of B2C marketers and 95% of B2B marketers use content marketing, so for a company to not do so could prove a mistake. They’ll be missing out on a slice of the pie.

Not only should a company use content marketing in order to maintain a competitive edge, but they should also use it for the value found in its return on investment. It’s been found that 82% of marketers who blog see positive ROI for their inbound marketing. Along the same vein, 61% of consumers say they feel better about a company that delivers custom content and are more likely to buy from that company. Simply put, consumers buy from a company that uses content marketing.

Future of Content Marketing

More and more, companies are beginning to understand the value of creating quality content. Consider the following:


Content Marketing Stat #1

Content Marketing Stat #2

Content Marketing Stat #3

Other successful marketers are shifting to branded content—79% of marketers report that as their strategy moving forward. And while it’s true that content made purely with the intent to entertain and increase brand reach can be valuable, most marketers are turning toward creating actionable content. They want to drive conversions, tell the consumer what to do next rather than just entertain.

While some of the data in this post might be daunting, most of it should be compelling—compelling you to change a few things about the way you think about content so that you’ll make some changes and see more returns. To be able to compete with the millions of pieces of content being shared daily, companies will have to think and work smarter, not necessarily harder. Create content for the sales funnel, make it good and relevant to the audience, and measure ROI as you go to keep improving your strategy.


By Paxton Gray

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