1) Content marketing costs up to 41% less per lead than paid search
First of all, let’s discuss why content marketing should be a huge part of your marketing plan.
Your marketing mix might include several channels–such as paid ads, social media marketing, and email. Why should content be a priority over those?
Here’s why: Research by Oracle found that content marketing costs up to 41% less than paid search for larger businesses, and 31% less for mid-sized companies:
2) 47% of buyers view at least 3–5 pieces of content before contacting a sales rep
So, why does content marketing get such a great ROI for the cost (compared to paid search)?
It’s because 47% of B2B buyers view at least 3-5 pieces of content before contacting a sales rep. That’s right: Before a sales demo, and long before an initial contact form submission, your target leads want to feast their eyes on content.
3) 53% of content marketers’ goal is to attract new visitors
With the previous content marketing statistic in mind, it’ll come as no surprise to learn that over half of the marketers we surveyed said their content is written to attract new visitors:
Just less than half (47%) of our experts said their content is designed to nurture or educate existing leads.
Both are worthwhile strategies, because B2B buyers are looking for content at all stages of the sales funnel–not just the beginning. Your content is a great way to retain the users you’ve already got.
4) 79% of content marketers write their content for people (rather than search engines)
There’s no doubting that SEO is a huge part of content marketing.
We’ve previously likened it to the chicken and the egg: You can’t have great content without SEO, but your SEO won’t be successful without incredible content.
Despite Google being a huge priority for marketers, 79% of the people we surveyed said their first priority when creating new content was to write for people:
So, what other types of content are included in the other 36%? Here are some examples:
Remember: Content doesn’t always have to be written text.
6) 61% of consumers made a purchase after reading recommendations on a blog
While written text doesn’t form 100% of the content a company creates, there’s a reason why blogging forms the majority.
It’s because 61% of consumers made a purchase after reading recommendations on a blog.
Whether you’re a SaaS, eCommerce or service-based business, your customers want to read content before they hand over their payment details–and they’ll finish their purchase, as a result.
PRO TIP: Measure Your Website Content Marketing Performance Like a Pro
To optimize your website’s content for conversion, you probably use Google Analytics to learn how many people are interacting with your site, which pages brought them to the site in the first place, which pages they engage with the most, and more.
You may have to navigate multiple areas and reports within Google Analytics to get the data you want though. Now you can quickly assess your content performance in a single dashboard that monitors fundamental metrics, such as:
Pageviews by page, city and country. Where are your visitors located?
Goal completions by landing page. Which pages receive the most traffic and convert the best?
Bounce rate by page title. Which pages encourage visitors to read further?
Sessions by landing page. Which pages do new visitors view first?
Exits and pageviews by page. Which pages do visitors last view before leaving your website?
Now you can benefit from the experience of our Google Analytics experts, who have put together a plug-and-play Databox template showing the most important metrics for measuring your website content marketing performance. It’s simple to implement and start using as a standalone dashboard or in marketing reports, and best of all, it’s free!
You can easily set it up in just a few clicks – no coding required.
To set up the dashboard, follow these 3 simple steps:
Step 1: Get the template
Step 2: Connect your Google Analytics account with Databox.
Unfortunately, there is no “best practice” for how often you should measure your content marketing ROI. The more content you publish, the more frequently you could measure it’s ROI using a marketing dashboard–but you’ll need to give your content enough time to get the wheels turning.
20) The average conversion rate for a blog is 19%
Email signups is the most popular content marketing KPI.
If you’ve chosen the same metric, you might be wondering what the typical blog conversion rate is so you can tell whether yours meets (or beats) it.
The majority of marketers we surveyed said 1-5% of visitors to their blog turn into a newsletter subscriber, with the average visitor-to-subscriber rate falling at 19%.
21) Almost half of marketers prefer multi-touch attribution models
When you’re measuring content marketing ROI, your figures can vary massively depending on the attribution model you’re using. It can be either:
First-touch: The first page they visited
Last-touch: The page they visited immediately before purchasing
Multi-touch: The several pages they visited throughout the process
Almost half of our marketers said they prefer a multi-touch attribution model, particularly because it allows you to track a customers’ full journey through your funnel:
So, how can you encourage more people within your workforce to help with content creation?
Start by explaining the value that content gives, and how it’ll help improve the day-to-day life of the people you’re trying to involve. (For example: If you’re asking a sales rep to contribute content, tell them they’ll have a detailed link to pass onto customers who ask the same thing.)
Are you ready to create a content marketing strategy that results in tons of page views, organic rankings–and more importantly, customers?
Take these content marketing statistics into consideration.
Follow Google’s guidelines for SEO-friendly content, write for people, and make your content genuinely interesting to read. You won’t go far wrong.
About the author
Elise Dopson Elise Dopson is a freelance B2B writer for SaaS and marketing companies. With a focus on data-driven ideas that truly provide value, she helps brands to get noticed online--and drive targeted website visitors that transform into raving fans.
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