Marketing is constantly changing. Trends and new technology can change everything we know in the blink of an eye, so we always have to be ready to be knocked off balance. For example, a few years ago it was predicted that the majority of consumers would complete the customer journey without ever interacting with a human. Now, with the explosion of mobile and the rise of the click-to-call, we see that consumers absolutely do want to interact with a human—for instance, 67% of online shoppers will call a business directly for any purchase over $100.
Content marketing is one of those things that flies under the radar on the occasion that marketers stop and think about what parts of their strategy they should be most concerned about. As long as you’re creating content, that’s all that matters, right? Wrong! These 6 stats are terrifying for marketers, but rather than being a deer in the headlights, use that fear to spur you into action.
75% of Users Never Scroll Past the First Page of Search Results (HubSpot)
They say the best place to hide a body is on the second page of search results. That’s a joke, but the importance of SEO is dead serious. Adopt the right tools and practices to boost your SEO to ensure that you’re taking advantage of every opportunity to get in front of buyers.
Only 9% of US Marketing Companies Employ a Full-Time Blogger (Fast Company)
This may not be scary if you’re part of that 9% but chances are…well, you know who you are. Bonus stat: only 36% of B2B marketers say they are effective at content marketing. That measly 9% could be part of the reason why. If you’re serious about being a power player in content marketing, then you need to devote the resources to making it happen.
Only 27% of B2B Marketers Say They Are Effectively Tracking Content Utilization Metrics (Kapost)
Yes, even content needs to be tracked. Otherwise, how do you know what’s working? Bonus stat: one third of B2B marketers don’t bother tracking where their leads come from (eMarketer). CMOs and CEOs want proof of what’s successful in your marketing strategy, and you risk losing budget if you can’t offer it up. You should be tracking clicks, views, conversions, bounce rates, phone calls, revenue, etc. so that you can have data to inform you on what to do more of.
65% of 800 Respondents Say Web Content Is “Hit or Miss” Or “Unreliable” (Contents Magazine)
This is why you need to employ a full-time blogger. Viral hits are great for flash-in-the-pan moments of success, but consistent, reliable, quality content will always be more valuable. Consistency keeps consumers coming back. Consistency is how you get bookmarked, or added to lists on Twitter. Consistency is how you succeed.
38% of Slate Readers Leave the Page without Scrolling at All (Slate)
What do you think visitors to your site are doing? Are your headlines engaging enough to entice readers below the fold? Is your featured content interesting enough to prompt visitors to stick around? Once again, merely creating content is not enough: it has to be good to have an impact on your audience.
Only 35% of B2B Marketers Have a Documented Content Strategy (Content Marketing Institute)
Hopefully that will change after you finish reading this blog. Having a defined content marketing strategy shouldn’t be a “someday” activity for when things slow down. Newsflash: things will never slow down. And the longer you go on without a game plan, the harder it’s going to be to change gears when the time comes.
Now that you’re shaking in your boots, spring into action. There are many steps you can take, and one of them should be downloading this free white paper, The Marketer’s Guide to Proving (and Improving) Content Marketing ROI.