Content is the basic element from which to develop any online marketing strategy. Without content, there can be no positive results. Users actively demand information, whether they are characteristics of that product they are thinking of buying, articles about those topics that interest them or just something that amuses them and makes them hang out. 

If this content is also better than good, they will not be able to resist the temptation to share it with their own, to want to know more about that subject, or the company that has provided it; With that the company has already managed to impact the user, to be noticed. If you continue with your strategy you will gain in relevance and notoriety for your brand.

A reality confirmed by the figures

• 80% value the information provided by the brands
• 70% prefer to consume content on a brand, before pure and hard advertising
• 60% confirm that reading this kind of information serves you when making your purchasing decisions.
• 68% of consumers spend part of their time reading content about brands that interest them.
• 8 out of 10 users in the United States read blogs or consult social networks (WCC)
• 57% read the headlines for this type of information at least once a month.
• It is estimated that users spend 23% of their time online consuming content. (CMI)
• Generates a positive attitude toward the brand (82%)
• 60% enjoy consuming quality content.
• 70% feel more attached to the brand thanks to what their content contributes.

And companies are clear

• The Content Marketing Institute (CMI), 91% of B2B use content marketing within its online marketing strategy, along with 86% of B2C. In addition, 68% plans to increase their budget.
• Small businesses invest up to 42% of their budget in content marketing. (CMI)
• Marketing Insider indicates that marketers allocate 25% of their budget to this area.
• EMarketer estimates that this year’s investment for content marketing, video marketing and social networking will exceed $ 118 billion.
• MailOnline confirms that 3 out of 4 companies include it in its online communication strategy
• 94% of marketers are committed to generating their own content.

What results do they get?

• 82% of the B2B uses it to capture leads and generate engagement, obtaining 67% more leads per month than those brands that do not have a blog (Social Media B2B)
• 55% is used to guide customers to purchase. Content focused on the sale can encourage the customer to finally decide to purchase the product; As well as providing you with useful information, appropriate to your interests.
• 44% use it to provide information about the characteristics of the product, and usage tips, in order to make the most of it.
• 43% indicate that it serves to improve brand awareness, and another 43% to increase their web traffic; While only 19% say it benefits their SEO strategy.

Not only text lives the man

• Audiovisual content is present for 70% of companies.
• 87% of companies include video within their content strategy.
• Items with images record up to 94% more visits (Jeff Bullas).
• 61% of B2B consider webinars to be the most effective content marketing technique (CMI).

What do you want to achieve?

• According to Curata, generating engagement is the main objective of content marketing (80%) and far from others such as increasing sales (47%), educating the market (47%), creating opinion (56%), increasing traffic On the web (27%) or SEO (24%).
• Thanks to blogs, brands get 434% more indexed pages and 97% more links.
• One of the top 3 reasons that drives users to follow a brand on Facebook is that it brings interesting content (Content).
• 78% of consumers consider that companies that develop a content strategy are concerned with establishing a certain connection with them (Custom Content Council).

And there’s still more

78% of CMOs consider content as the future of marketing (Hanley-Wood Business Media). For its part, RankSider collected a few weeks ago the opinion of 6 experts, who were firmly committed to content marketing as an essential part of marketing and a successful and lasting practice, Highlighting that it is not something new, not a fad, but has been used and will continue to apply.