The case for content 36

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The case

for content

36 COMPELLING STATS ON LEAD

GENERATION, ROI, BUDGETS AND MORE

Foreword by Robert Rose, Chief Strategy Advisor,

Content Marketing Institute

THE CASE FOR CONTENT 1


TABLE OF CONTENTS

2

Foreword

11

Chapter 6:

4

Chapter 1:

11

How does content marketing help lead gen?

4

How does content marketing tie into all your other marketing channels?

12

Chapter 7:

5

Inspiring your industry

12

How much should I spend on content marketing?

5

Powering your PR

13

Chapter 8:

5

Supercharging your SEO

13

What are the top content marketing challenges?

6

Lifting your leads

13

Top challenges faced by content marketers in Australia

6

Sharpening your social

13

Top challenges faced by content marketers in the United States

7

Chapter 2:

14

Chapter 9:

7

What are the main objectives of content marketing?

14

Resources to help you get started

7

Top five reasons why businesses use content marketing

15

Chapter 10:

8

Chapter 3:

15

36 compelling stats on lead generation, ROI, budgets and more

8

Does content marketing work for B2C?

15

The role of content in your marketing mix

9

Chapter 4:

15

Content marketing B2C

9

Does content marketing work for B2B?

15

Content marketing B2B

10

Chapter 5:

16

Content marketing and sales

10

How does content marketing help sales?

16

Content marketing spend and challenges

17

About the author


Foreword

Robert Rose, Chief Strategy Advisor,

Content Marketing Institute

I’ve done quite a few wonderful things with the King

Content folks. I’ve stood atop the Sydney Harbour Bridge

and watched the sun set over the spectacular city. I’ve

had beers with the team at a pub in London. I’ve enjoyed

Singapore slings and an amazing dinner at the Marina Bay

Sands hotel (the one shaped like a boat) in Singapore. And

I’ve had the pleasure of speaking with clients and talking

all things content marketing at a get-together in New

York City.

In all my global travels, I’m privileged to see a lot of

interesting things and meet many people trying to make

their way toward ‘the new era’ of marketing. But I’ve

gotten to know this Australian-born company a little

better than some others.

What I can tell you is that there is no company doing

content marketing better right now than King Content.

Beyond the good wine and better conversation, as

well as the team that wrote this wonderful book, just

knowing the people there and witnessing their work was

inspiration enough for me to write this foreword.

Embracing the new era of content

There is simply no doubt that content – and the rapidly

increasing quantities of content that every business

produces – can affect people across your organisation. As

a recent Google white paper called Return On Information

concluded, the volume of content and data is growing so

fast that it may soon reach the ‘too much’ stage, where

it actually “interferes with productivity rather than

contributes to it”. 1

One simple thing you need to understand is that

content in marketing isn’t new – but content marketing

is. Given that, enterprises are faced with a choice: you

can either continue to view content as “an expensive

byproduct that ultimately weighs the company down

as it tries to navigate the broader disruptions taking

place”, 2 or you can choose to manage content marketing

as a strategic process that distils and conveys the value

of a business to its customers.

THE CASE FOR CONTENT 2


Innovation isn’t what

you do in your spare time

This ebook is a rallying call for marketing to reclaim its

ability to create value – to position content as an asset

and content marketing as an essential activity in the

business. Content marketing needs to be an intrinsic part

of your business – not something that you do with your

spare time and budget.

Marketing can be the distinguishing, unique function

of the business (as Peter Drucker declared 60 years ago),

but only if its goal is to offer the value that continually

helps customers progress from awareness and interest,

through engagement and conversion, to becoming loyal

and evangelical fans of the organisation.

Content and experiences – and the business’s ability to

create, manage and promote them – will remain the single

most important factor in this evolution.

Finding

your next steps

As you read, you’ll no doubt be inspired to try a new

content marketing approach, or improve the one that

you’ve already started. The key here is that the business

case you make will not be for what you’re going to start or

improve on. The more difficult business case will simply

be to propose what you will STOP doing in order to make

time for better and more effective ways of using content

to market your organisation.

The new era is here – whether we like it or not. Content

marketing as an approach will be successful for those

who truly take advantage of it.

So, the only question is – will it be you? Or, will it be

your competitor? As Clayton Christensen so famously

said: “You may hate gravity, but gravity does not care.”

This ebook is just another in the litany of delicious King

Content experiences. So savour it. Enjoy it. And then,

yes, do something about it.

THE CASE FOR CONTENT 3


Chapter 1:

How does content marketing tie

into all your other marketing channels?

Content has changed the way

businesses market themselves.

While traditional practices such as PR

and advertising allow you to rent attention –

creating a limited window to become top of

mind with your target audience – an effective

content marketing strategy can help you build

and nurture valuable, long-term relationships

directly.

The difficulty for marketers keen on content is

that many businesses are stuck in the old way of

doing things. Positioning content marketing as

the best and most effective mode of marketing

can be challenging when your CMO has relied

on events, SEO, SEM and traditional channels

(TV, radio and print media) for success and leads

throughout their career.

Your task – should you choose to accept it – is

to show them why and how content marketing

is going to help your business realise its vision

for the future. And as with any discussion that

involves budgets and questions of return,

numbers speak louder than words.

In 2011, around 27 million pieces of content

were shared every day. 3 An astounding 79% of

organisations are shifting to branded content, 4

and more than three-quarters of CMOs believe

custom content is the future of marketing. 5

These are compelling statistics that reveal a

great deal about the shifting attitudes of senior

marketers toward content marketing. More

than anything, they provide context for content

– which is essential if you’re trying to build a

case for content marketing in your organisation.

The purpose of this ebook is to provide proof

points that will help you answer key questions

your boss is likely to have about content

marketing – whether to do with its relevance

for B2B businesses or how content helps sales.

We’ve also summarised all the stats in a handy

list that you can print and pin up for quick

reference.

But first, here are a few basic points to help

you set the scene for content marketing in the

context of some old-school marketing practices.

The question we’re contending with here is:

how does content marketing fit in my current

marketing matrix?

THE CASE FOR CONTENT 4


Inspiring your industry Powering your PR Supercharging your SEO

Compelling content that aligns well with

your offering can promote you as an industry

authority that offers different or more

useful things than your competitors. It helps

organisations become the trusted ‘go-to’ for

practical information and analysis, which can

be a powerful way to influence purchasing

decisions.

Consider the size of your business and the kind

of industry you work in. What are your customer

pain points? What are your competitors doing

(or not doing)? Is there a gap in the market for

more information?

Branded content can play an important role

in your PR strategy. Media organisations are

increasingly open to publishing relationships

with businesses and organisations that involve

repurposing quality content from third parties.

There’s also native advertising, which gives you

the ability to engage established publications’

audiences using content that resonates with

your strategic objectives.

These avenues give you the best of both worlds.

Unlike traditional PR, where your story may

be edited in a way you can’t control, branded

content is more likely to be published verbatim,

in your organisation’s voice. You can also place it

before a wider audience than your website and

social channels, which is invaluable for building

brand awareness.

Search engines such as Google are becoming

effective at detecting and penalising lowquality

‘SEO copy’ stuffed with keywords and

repetition. The reason is that such content

often doesn’t prioritise the reader.

So here’s another compelling point: content

marketing is the single most effective way to

improve your SEO. 6 You have full control of

text, links and keywords in every piece you

create – the key is to balance your SEO strategy

with meaningful content.

High-quality content that places the reader first

can help you achieve higher rankings in Google’s

search results. 7

THE CASE FOR CONTENT 5


Lifting your leads Sharpening your social

THE #1 MOST

EFFECTIVE

SEO TECHNIQUE

IS CONTENT

MARKETING

Content can give valuable support to your lead

generation activities, promoting conversion at

every level of the sales funnel. Case studies

and customer testimonials are among the most

effective ways to do this 8 , along with customer

videos and product demonstrations, white

papers and ebooks.

Content and social media go hand in hand.

The type and purpose of your content should

vary depending on the social channel. Thought

leadership articles may work well on LinkedIn,

where other professionals can share and

comment. On Facebook, an image, infographic

or even a quiz may generate likes and shares.

Prospective customers are usually happy to

provide their contact details to gain access

to useful content. You can also invite them to

webinars, or set up a learning centre with free

tutorials on your products and what they do.

Regardless of the platform, high-quality,

compelling content will help you reach

and encourage partners, clients, prospective

employees, customers and fans to follow

and pay attention to you. So here are some

stats to help your boss (and business) think

the same way.

THE CASE FOR CONTENT 6


Chapter 2:

What are the main objectives

of content marketing?

Content can drive a wide range

of marketing objectives, whether

you’re aiming for a mass consumer

audience or highly targeted

potential clients and partners.

It can also support existing

campaigns.

The top five reasons why businesses use content marketing: 9

But why are so many organisations

investing in content marketing?

There are many reasons, but here are

a few of the more common goals.

1.

BOOST BRAND

AWARENESS.

2.

ENGAGE

CUSTOMERS AND

INFLUENCERS.

3.

INCREASE

SEO AND WEB

TRAFFIC.

4.

THOUGHT

LEADERSHIP.

5.

DRIVE

LEAD QUANTITY

AND QUALITY.

CONTENT MARKETING HAS HAD

THE GREATEST IMPACT ON THE

TOP OF THE FUNNEL SO FAR. 10

THE CASE FOR CONTENT 7


Chapter 3:

Does content marketing

work for B2C?

The short answer is yes, it does.

The stats:

Content marketing allows you to reach past

‘banner blindness’ and ad-blocking plug-ins

to speak directly with consumers about their

needs, interests, concerns and aspirations.

90%

of consumers find

custom content useful. 11

78%

of consumers believe

organisations that offer custom

content are interested in building

good relationships with them. 13

This makes content a powerful brandawareness

tool for B2C organisations, but it

also introduces the potential for influence.

Connecting with your audience through

emotionally compelling or practical content

gives you the opportunity to sway online

behaviours and purchasing decisions.

82%

of consumers feel more

positive about a company

after reading custom

content. 12

61%

of consumers are more likely

to buy from a company that

delivers custom content. 14

It’s powerful stuff.

76%

of B2C organisations

use content marketing. 15

THE CASE FOR CONTENT 8


Chapter 4:

Does content

marketing work for B2B?

Just as it works for B2C,

content marketing plays a big

role for businesses selling to

other businesses. How?

The average buyer completes 57% of the

purchase process before contacting a vendor’s

sales team, 16 and research shows that a

staggering 94% of B2B buyers conduct

some form of online research before

making buying decisions. 17

Content speaks to people researching purchase

decisions for organisations. A B2B buyer may

have a budget of millions and make decisions

on behalf of hundreds (or thousands) of people

– they need to be confident that they’ve chosen

the right product and the right partner.

Content can help you sway their decision.

Here are some of the top goals and tactics

for B2B organisations using content.

Top B2B goals for content:

LEAD GENERATION

85% 93%

SALES

84% 82%

LEAD NURTURE

78% 81%

BRAND AWARENESS

77% 79%

ENGAGEMENT

76% 79%

…and the top tactics to achieve them

SOCIAL MEDIA CONTENT

CASE STUDIES

BLOGS, NEWSLETTERS, IN-PERSON EVENTS

ARTICLES PLACED NATIVELY ON A WEBSITE

VIDEOS

TWO OUT OF THREE

COMPANIES ENJOY HIGHER LEAD

QUALITY AND QUANTITY DUE TO

CONTENT MARKETING. 20

THE CASE FOR CONTENT 9


Chapter 5:

How does content

marketing help sales?

Lead generation and sales are the two

biggest reasons B2B organisations

invest in content marketing. But how

does content marketing help from a

sales perspective?

It’s simple: content marketing empowers your

sales reps.

You can use content to equip sales with solid

collateral, transforming your sales team into

thought leaders. Content also educates buyers

and helps you stand out from your competition.

The stats:

Research shows that 93% of

marketers find interactive content

effective at educating the buyer. 21

93% 67%

Inbound tactics generate 54%

54% 5x

more leads than traditional

outbound practices. 23

B2B marketers who use blogs

generate 67% more leads. 22

Clicks from shared content

are five times more likely to

result in a purchase. 24

But once again, we’ll let the numbers speak for

themselves.

KRAFT GENERATES THE EQUIVALENT OF

1.1 BILLION AD IMPRESSIONS PER YEAR AND

FOUR TIMES BETTER ROI THROUGH CONTENT

MARKETING THAN THROUGH TARGETED ADVERTISING. 25

THE CASE FOR CONTENT 10


Chapter 6:

How does content

marketing help lead gen?

One of the biggest challenges

that B2B marketers face with lead

generation is getting high-quality

leads.

Content marketing helps by giving

organisations a way to educate prospective

customers, so they’re better informed about

your products and have more genuine

interest in them. This results in more

relevant, higher-quality leads.

Better-quality leads…

41%

41% of B2B marketers who

curate content say it increases

the quality and number of

sales-ready leads. 26

…and more cost-effective.

Per dollar spent, content gets

three times as many leads as

paid search: 27

$111.11

cost per lead (CPL)

for paid search.

$32.25

cost per lead (CPL)

for content marketing.

BLOGGING MAKES

MARKETERS 13 TIMES MORE

LIKELY TO GET POSITIVE ROI. 28

THE CASE FOR CONTENT 11


Chapter 7:

How much should I spend

on content marketing?

Struggling to formulate a content

budget? Industry benchmarks are

a good place to start.

Content

Many global brands are making

a serious investment in content

29, 30

marketing

Mid-sized company:

$12k/month

Large-sized company:

$32k/month

Leading global brands:

$150k/month

(or $1.8m a year)

is being allocated

a higher percentage of

marketing budgets 31

27%

2015

Smaller companies

allocate more of their

marketing budget 32

38%

10–99

employees

30%

2016

23%

1000+

employees

Higher budgets = more

effective campaigns 33

of budget

allocated by

37% most effective 16%

marketers.

of budget

allocated by

least effective

marketers.

COCA-COLA SPENDS

MORE MONEY

CREATING ITS OWN

CONTENT THAN IT

DOES ON TELEVISION

ADVERTISING. 34

THE CASE FOR CONTENT 12


Chapter 8:

What are the top content

marketing challenges?

Content marketing is no silver

bullet. You will run into challenges

as you begin to get your pilot

program off the ground or refine

your existing activities.

Top challenges faced by content

marketers in Australia 35

PRODUCING ENGAGING CONTENT

69% 60%

Top challenges faced by content

marketers in the United States 36

PRODUCING ENGAGING CONTENT

The good news is that you’re not alone –

there are many difficulties you’ll encounter

that others contend with as well. Here are

a handful of the biggest obstacles content

marketers face globally.

As you can see, the challenges faced by

content marketers in different parts of the

world are the same, just in varying degrees

of difficulty. You may or may not find the

same applies to your business, but keep in

mind that practice makes perfect – the more

you keep at it, the better you’ll become.

MEASURING THE ROI

54% OF CONTENT MARKETING

57%

PRODUCING CONTENT CONSISTENTLY

54% 57%

MEASURING CONTENT EFFECTIVENESS

52% 52%

PRODUCING A VARIETY OF CONTENT

39% 35%

LACK OF BUDGET

29% 35%

MEASURING CONTENT EFFECTIVENESS

PRODUCING CONTENT CONSISTENTLY

MEASURING THE ROI

OF CONTENT MARKETING

LACK OF BUDGET

PRODUCING A VARIETY

OF CONTENT

51% OF MARKETERS CITE LACK OF TIME AND BANDWIDTH

AS THE BIGGEST CHALLENGE FOR CREATING CONTENT. 36

THE CASE FOR CONTENT 13


Chapter 9:

Resources to help

you get started

If you’d like to learn more about

content marketing, we’ve done the

hard work for you. Here are some

of the best articles from around the

world to help you on your way

to content marketing success.

After all – if you’re going to do it,

you might as well do it the right way.

How a brand new blog created 17,584 visitors in one day

How to create viral content that generates 2500 visitors per day

How to promote your blog and make it viral

7 proven strategies to increase your blog’s traffic by 206%

How to grow your blog traffic by 20,000 visitors a month

The ultimate guide to creating viral content

A data-driven guide to creating viral content (with checklist)

“STORIES THAT

EVOKE VERY PRIMAL

EMOTIONS TEND

TO WORK BEST.”

9 tips from the greatest viral content genius on the planet

How I increased my search traffic by 110% in 14 days

15 ways marketing automation can maximise your content’s ROI

What 300+ content marketing campaigns can teach you about earning links

–NEETZAN ZIMMERMAN

(GAWKER, WHISPER, THE HILL)

THE CASE FOR CONTENT 14


Chapter 10:

36 compelling stats on lead

generation, ROI, budgets and more

Building a case for content? Look no further. Here are all the stats we used

in this ebook for your easy reference – in a printer-friendly format. Good luck!

The role of content in your marketing mix

1. In 2011, 27 million pieces of content were shared every day. (AOL/Nielsen)

2. 79% of organisations are shifting to branded content. (Forrester)

3. More than three-quarters of CMOs believe custom content is the future of marketing. (DemandMetric)

4. Content marketing is the single most effective way to improve your SEO. (MarketingSherpa)

5. High-quality content that places the reader first can help you achieve higher rankings in Google’s search results.

(Content Marketing Institute)

6. Case studies and customer testimonials are among the most effective ways to support lead generation activities.

(TechValidate)

7. Top reasons businesses use content marketing include boosting brand awareness; engaging customers and

influencers; increasing SEO and web traffic; thought leadership; and to drive lead quantity and quality. (Curata)

8. Content marketing has had the greatest impact on the top of the funnel so far. (Curata)

Content marketing B2C

9. 90% of consumers find custom content useful. (Demand Metric)

10. 82% of consumers feel more positive about a company after reading custom content. (Demand Metric)

11. 78% of consumers believe that organisations that offer custom content are interested in building good

relationships with them. (TMG Custom Media/Salesforce Marketing Cloud)

12. 61% of consumers are more likely to buy from a company that delivers custom content. (Custom Content

Council/Salesforce Marketing Cloud)

13. 76% of B2C organisations use content marketing. (Content Marketing Institute)

Content marketing B2B

14. The average buyer completes 57% of the purchase process before contacting a vendor’s sales team. (CEB Global)

15. 94% of B2B buyers conduct some form of online research before making buying decisions. (Acquity Group)

16. Top goals for B2B content include lead generation and nurturing, sales, brand awareness and engagement.

(Content Marketing Institute)

17. Top tactics to achieve B2B content marketing goals include using social media, case studies, blogs, newsletters,

in-person events and videos. (Content Marketing Institute)

18. Two out of three companies enjoy higher lead quality and quantity due to content marketing. (Curata)

THE CASE FOR CONTENT 15


Content marketing and sales

19. 93% of marketers find interactive content effective at educating the buyer (compared to just 70% for static content).

(Demand Metric/Ion Interactive)

20. 88% of marketers find interactive content effective in differentiating brands from competitors.

(Demand Metric/Ion Interactive)

21. B2B marketers who use blogs generate 67% more leads. (HubSpot)

22. Inbound tactics generate 54% more leads than traditional outbound practices. (HubSpot)

23. Clicks from shared content are five times more likely to result in a purchase. (NewsCred)

24. Kraft generates the equivalent of 1.1 billion ad impressions per year and four times better ROI through content

marketing than through targeted advertising. (AdAge)

25. 41% of B2B marketers who curate content say it increases the quality and number of sales-ready leads. (Curata)

26. Per dollar spent, content gets three times as many leads as paid search. (Kapost/Eloqua)

27. Blogging makes marketers 13 times more likely to get positive ROI. (HubSpot)

Content marketing spend and challenges

28. Mid-sized companies spend an average of $12k a month on content marketing, while larger-sized companies spend

about $32k monthly. (Kapost/Eloqua)

29. Leading global brands spend about $1.8m a year on content marketing. (Express Writers)

30. Content budget allocation is increasing, from 27% in 2015 to 30% in 2016.

(Content Marketing Institute/ADMA)

31. Smaller companies (10-99 employees) are increasing their content marketing budgets to 38% of the total marketing

budget. (Content Marketing Institute/ADMA)

32. Higher budgets make for more effective campaigns, with best results observed by marketers who allocated 37% of

their marketing budget to content, compared to marketers who allocated only 16%. (Express Writers)

33. Coca-Cola spends more money creating its own content than it does on television advertising. (Kapost)

34. Top challenges faced by Australian content marketers include producing engaging content; measuring ROI and

effectiveness; producing consistent content; producing a variety of content; and a lack of budget. (Content Marketing

Institute/ADMA)

35. Top challenges faced by content marketers in the United States are similar to the ones faced in Australia,

albeit in varying difficulties. (Content Marketing Institute/ MarketingProfs)

36. 51% of marketers cite lack of time and bandwidth as the biggest challenge for creating content.

(Technology Marketing Community/LinkedIn)

THE CASE FOR CONTENT 16


ABOUT THE AUTHOR

Wasif Kasim

Global Head of Marketing

King Content

As Global Head of Marketing, Wasif Kasim is responsible for King Content’s overall

marketing strategy globally – essentially making it easier for customers to find us when

they need us. This includes global responsibility for King Content’s websites, lead

generation, SEO, SEM, marketing automation, content marketing, social and more.

Wasif was born and raised in Abu Dhabi, UAE. At 17, he moved to the United States

for his Bachelor of Business at Purdue University in West Lafayette, Indiana. In 2003,

he moved (again) to Melbourne, Australia, for his MBA at Swinburne University. And

finally, in 2006, he moved to Sydney – what he now considers home. Having worked

for Dell, OpenText, Gartner and Salmat, Wasif is incredibly passionate about the ‘new

world’ of sales and marketing.

THE CASE FOR CONTENT 17


References

1

Google

2

Content Marketing Institute

3

AOL/Nielsen

4

Forrester

5

DemandMetric

6

MarketingSherpa

7

Content Marketing Institute

8

TechValidate 2013, TechValidate 2015

9,10

Curata

11

Demand Metric

12

Demand Metric

13

TMG Custom Media/Salesforce Marketing Cloud

14

Custom Content Council/Salesforce Marketing Cloud

15

Content Marketing Institute

24

NewsCred

25

AdAge

26

Curata

27

Kapost/Eloqua

28

HubSpot

29

Kapost/Eloqua

30

Express Writers

31

Content Marketing Institute/ADMA

32

Content Marketing Institute/ADMA

33

Express Writers

34

Kapost

35

Content Marketing Institute/ADMA

36

Content Marketing Institute/MarketingProfs

37

Technology Marketing Community/LinkedIn

16

CEB Global

17

Acquity Group

18,19

Content Marketing Institute

20

Curata

21

Demand Metric/Ion Interactive

22

HubSpot

23

HubSpot

THE CASE FOR CONTENT 18


KING

CONTENT

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