As a brand, it becomes more and more difficult for you to get your message across to your targeted audience. Consumers are becoming blind to advertising, and other forms of digital marketing.
They are installing more and more adblockers to skip out on your advertising. Even offline, people are using their DVR to skip advertising on television, or they just ignore advertising in traditional magazines.
As Marc Mathieu from Unilever says: Marketing used to be about making a myth and telling it. Now it’s about telling a truth and sharing it.Marketing used to be about making a myth and telling it. Now it's about telling a truth and sharing it.Click to Tweet
Savvy marketers understand that the traditional way of advertising is less and less effective and that there has to be a better way.
Welcome to content marketing.
Content marketing is bigger than ever. And for good reasons:
- companies, with blogs, tend to get 67% more leads than those who don’t have a blog;
- businesses that use content marketing see on average 30% higher growth rates than businesses that are not using content marketing
However, as more and more content gets published, engagement per post declines. So how do you stand out from the crowd? How can you make sure that your consumers notice and read your content? You need a solid content marketing strategy.
Just by defining and documenting your content marketing strategy, you’re already above 63% percent of all businesses (number from 2018, but in 2021 it is still 49% of businesses that don’t have a documented strategy). According to research done by the Content Marketing Institute and MarketingProfs, 63% of companies don’t have a documented content marketing strategy.