Is the pen mightier than the sword? We like to think so!
77% of businesses marketing directly to a consumer said that they planned to increase their spending and attention to content marketing in 2016 over their previous year’s content marketing. Companies aren’t putting money into something that isn’t getting them concrete, measurable results.
Companies rate e-Newsletters and in-person events as their most effective content marketing tools (67% each), with social media content (66%), videos (59%), online presentations (57%), articles (55%), and blogs (53%) also being rated as highly effective.
Most content marketers rated sales as their primary measure of effectiveness. Customer loyalty and engagement were also highly rated, with more than 4 out of 5 respondents rating those factors as metrics to help analyze and improve success.
The number one challenge cited by companies who market directly to the consumer was producing effective and engaging content. 56% of respondents struggle with producing engaging content, and 46% struggle with producing content consistently.
There’s no point in spending money just because you’re supposed to. So what are you looking for from your content marketing or sales copy?
Customers obtained through referrals are both more loyal and more valuable than other customers. Don’t believe me? Believe Harvard Business Review. A three-year study of a large German bank found that referred customers were 18% more likely to stay with the bank and they generated 16% more profit.
For a professional writer, a single blog post in a traditional industry can take 1-2 hours to research, write, proofread, edit, and present. In a heavily regulated industry, that time can be doubled or tripled. If you’re not hiring a writer, you or one of your staff members is tasked with all that work, and it will usually take twice as long as it would take a professional writer.
© Antle & Associates, 2016