20 Statistic-Backed Tips For Succeeding at Content Marketing
According to a survey from Content Marketing Institute, 86% of B2B marketers use content marketing, but only 38% believe they're good at it.
While there are many factors that contribute to the performance of our content marketing initiatives, a sound strategy remains necessary across the board.
To help the other 62% of marketers start feeling good about their efforts, we've collected 20 statistic-backed tips that will help you shape a more effective strategy.
To ensure that they stick, we encourage you to read 'em, tweet 'em, and bookmark 'em as you see fit.
With more indexed pages come more leads, visitors, and authority for your business. To ensure you're getting the most out of this added SEO juice, check out this webinar on growth hacking your blog posts for SEO.
Let's face it, people always have and always will judge a book by its cover. While your title acts as a major selling point to encourage people to click and read your article, a high-quality image is equally as important. If you have a hard time finding royalty free images to use on your blog, check out this post.
Did you know that the average buyer engages with more than 10 pieces of content before making a purchase decision? According to Content Marketing Institute's Joe Pulizzi, “if your content is not part of that mix, odds are you will be left out of that process.”
To avoid alienating those who skim, be sure to break up large blocks of text with headers and bullet points. This will help to make the content more easily digestible.
Sure, it's easier to give up on your blog than it is to persevere when it feels like no one is reading. Considering that you and I both know you're not a quitter, check out these three good reasons why you shouldn't let low readership stunt your potential.
6. 64% of decision-makers read their email via mobile devices. (Source: TopRankBlog) [Tweet this]
While many emails employ multi-column layouts for desktop, the single-column approach is far more mobile-friendly. Additionally, be sure that your buttons are large enough to be seen and accessed. (There's nothing worse than struggling to maneuver stubby fingers on a small screen.)
When writing emails, use this overwhelming statistic to your advantage. Check out how we addressed it on our recent blog subscribe email: "I get it. The thought of another email in your inbox seems like overkill. Typically I’d agree. But this isn’t just another email in your inbox. (HubSpot didn't name us Best Inbound Content for nothin'.)"
8. 48% of consumers say email is their preferred form of communication with brands. (Source: iMedia Connection) [Tweet this]
Give the people what they want. While this statistic applies to many businesses, be sure that you reference your buyer personas to ensure that you're adhering to their preferred form of communication. The more in-tune you are with their preferences, the better results you'll see.
According to MailChimp, “the best subject lines tell what's inside, and the worst subject lines sell what's inside.” To ensure that your emails get opened, focus on being as explicit as possible.
Personalization in the subject line (whether it be first name or company name) helps to engage recipients by conveying a unique email experience that makes them feel less like a nameless, faceless number in your database, and more like a friend.
Use your time wisely. To avoid running out of time to answer questions at the close your webinar, be sure to run through it several times in advance to prepare. If you can't get to all of the question, make note of them and follow up with an email or blog post that aims to answer them all.
While Tuesday was reported to be the most popular day, nothing beats testing out different days yourself. You may find that you're competing with too many other webinars on Tuesday. If that's the case, try Wednesday (it came in second.)
13. According to the study below, 25% of registrants view the replay. (Source: Right Mix Marketing) [Tweet this]
Don't limit your promotion to just the live webinar. While you should email out a recorded version of your webinar to those who registered, you can also create a landing page for the recorded version to generate even more leads.
When it comes time to pick a time for your webinar, lean towards the morning hours as opposed to the afternoon.
Haven't hosted a webinar yet? What are you waiting for?
The investment in high-quality visuals is worth every penny. We use both Shutterstock (paid) and Canva (free) to ensure that our tweets are accompanied by something pretty.
When it comes to social, keep it simple. The average length (with spaces & a shortened link) of our most-retweeted tweets from this year was 110 characters. While this is a bit longer than the recommended70 characters, there was still plenty of room for retweeting and added commentary.
To ensure that you're not missing out on compliments or complaints, consider employing a social media monitoring tool. We use HubSpot's Social Inbox to monitor mentions of our brand that we haven't been tagged in to avoid leaving any outreach undiscovered.
Respond to everyone. Whether you're answering questions or thanking people for sharing your content with their audience, every engagement matters.
In the discovery phase, prospects often turn to social media to make judgments about a brand. When they land on your account, make sure they you're giving them something worth their while. A consistent stream of both your own resources and articles that you've found helpful should do the trick.
Turn more of your readers into customers.
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About Carly Stec
Carly was the Content Marketing Manager at IMPACT from October 2013-January 2015 before joining the HubSpot team as a Staff Writer for the Marketing and Agency Blog. Carly has a strong affinity for anything Kate Spade, and always kept a wide variety of English Tea in her desk during her time here.