July 20, 2016 4:35 pm | Updated 10 months ago.
Research shows that businesses that do content marketing generate 400% more leads, 55% more visitors, and 97% more backlinks to their website.
In 2015, marketers spent, on an average, 37% of their budget on content marketing. It’s showing no signs of slowdown either. Next year, 52% of B2B marketers plan to increase their content marketing spend.
When mediocre content doesn’t cut it anymore
Content marketing requires content- lots of it. With everyone embracing content marketing, companies needs to up the ante. Consumers now expect tremendous production value from your content.
Based on the format (text, audio, video etc.), content creation can take anywhere from a few hours to several days. But creating content only gets you so far.
The real challenge is distributing your content; getting people to consume the content you have published. Content without viewership is as good as not having any content.
Optimizing for scale and performance
To scale content marketing efficiently, you need to be good at two things
- Create content quickly at an affordable price
- Distribute content at the lowest cost possible
Content creation can be made cheaper and faster by using templates or re-purposing content. Templates, while repetitious, can be put to good use if used moderately. Re-purposing content to different formats (text to audio, text to video, etc.) will give you content for engaging users on various channels.
Efficient content distribution calls for efficiency in every step of the process. Right from making the creative to testing ad variations and tweaking bids and budgets.What happens if I decide to spend slightly lower amount of time or money? Can content perform with a lower CPC? What if we cut down the creative design time by 10%?
Experiment. Measure. Analyze.
71% of marketers in organizations with 200 or more employees face significant challenges with measuring ROI of content marketing.42% of marketers at companies with fewer than 25 employees face the same problem.
Analytics solutions available in the market have mostly focused on people. To understand true content marketing performance, people-analytics can’t give you the full picture. You need dedicated content-centric analytical capabilities.
You need to be able to precisely measure how many leads each content generates and how engaging it is. Tie back the content creation and promotion costs to measure the true cost of user acquisition.
The future of content marketing
The next five years will see a tremendous amount of innovating from tech companies in the content marketing space.
With content marketing going mainstream, expect content distribution to become automated. With several channels to manage, automation provides the ability to scale your marketing without adding more team members.
Programmatic content ad buying will become the standard for paid distribution. Machine learning will work in real-time to predict content performance and optimize content delivery.
With the content marketing industry set to be $313 Billion by 2019, there’s a lot of room for innovation. New companies will come up in this space. The shift to mobile devices will open up opportunities for API-focused companies to integrate deeply with company database and create high-impact automated campaigns.
About The Author
Adarsh Thampy is the CEO and Co-Founder of LeadFerry, a content-centric analytics and distribution software.