JUST TRY AND TELL US CONTENT MARKETING IS BLOGGING. I DARE YOU.
Let us start off by dispelling a common myth: content marketing is not blogging. Blogging is a part of content marketing but, I repeat:
CONTENT MARKETING ≠ BLOGGING!
Ok, glad we got that squared away.
So if content marketing isn’t just blogging, then what is it? A good content marketing strategy is composed of numerous content assets that target leads as they move through the various stages of your marketing funnel. These assets might include emails, social posts, newsletters, infographics, videos, how-to guides, ebooks, case studies, blog posts and more. As you can see, if your content marketing strategy is just composed of blogging, you are missing out on a lot of great content marketing opportunities!
Why is content marketing so important? Surely you have heard the term thrown around a lot in recent years, but why did it become such a big deal so suddenly? Well, today’s consumer is cut from a different cloth than the consumer from just 10 years ago was. Unlike the consumer of ages past who relied on salespeople and experts to tell them what to buy and which brands to trust, today’s consumer is far more self-reliant. Check out these stats:
- Today’s average buyer guides themselves through 60 to 90 percent of the traditional sales funnel before being in contact with a salesperson
- 81 percent of shoppers perform online research before they even step foot in a store
- Today’s average consumer spends 79 days researching before they make a purchase
Shoppers today aren’t looking to consult an expert before they buy, they are looking to become the expert through thorough online research so they can make an informed decision on their own.