Key terms: content marketing, ROI, Web traffic, return-on-marketing
The world of marketing is
evolving once again as sellers shift from traditional product-centric pitches
to sophisticated customer-centric content that appeals to the most pressing concerns
of buyers. There is a good reason for the change: According to Forrester
Research, 62% of senior-level business and IT decision-makers find that much of
the marketing materials they receive from vendors are useless. In fact, almost
60% say they usually scan the materials and then “throw them in the trash.”
Yet many organizations still
market the old way: randomly bombarding customers and prospects with generic
brochure-ware, product pitches, and banner ads. Increasingly this strategy is
falling short. Marketing materials are routinely ignored, and companies
continue to miss critical customer-growth and return-on-marketing targets.
Marketers must move beyond traditional models or face tougher management
scrutiny or worse.
The failure of traditional
product-centric marketing has spawned a new approach called content marketing.
The idea is to create consistently valuable, relevant content to attract and acquire
a clearly defined audience — with the objective of driving profitable customer
action. When done right, content marketing matches the company’s message with
the buyer’s needs during each step of the selling process —from generating awareness to building
qualified leads to closing sales.
In recent research
by Mainstay, [http://www.slideshare.net/MainstayCompany/kapost-wp-16]
we found that content marketing yields better results — more traffic, leads and
customers — in today’s multi-channel, social-mobile world. More and more,
buyers want to be informed, educated, and even entertained about topics that
genuinely interest them. Less appealing are all the unsolicited product pitches
and company ads devoid of relevant content. As the VP of marketing for a
multi-billion dollar scientific equipment maker told us: “Content is king.”
Among the eight companies
studied, Mainstay found that the move to content-based marketing – as well as
solutions that automated this function – drove:
• 133% increase in return
visitors to their Website
• 253% increase in online
engagement (downloads, blog reads, etc.)
• 200% increase in email open
rates
• 75% increase in Web traffic
• Six-fold revenue lift from
content marketing activities
• 30% reduction in asset
production cycle time
Ready to transform your marketing? Mainstay believes content
marketing should be a cornerstone of your strategy in the new social-mobile
era.
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