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Content marketing is a commitment, not a campaign

By Joanna Ellis-Escobar

content marketing commitment (5)Content marketing is a commitment, not a campaign. 

How totally (and for some, dauntingly) true is this?! So often (too often, really), we get the same push back when it comes to content marketing.

“We tried. It didn’t work.”

My response, every. single. time. I hear this?

“OK…I understand. I really do. Would you mind sharing a bit more about how or what you tried? What did you do?”

And, it never fails. I get the same answer, time after time.

“We blogged for [insert any length of time…a month, a quarter, a year] and nothing happened.”

And there it is. I’ve said it before, and I’ll probably say it a thousand more times – content marketing is NOT a set it and forget it project. It’s a commitment. A dedicated, consistent, concerted commitment to so much more than just writing and posting a blog. To successfully create and implement a content marketing strategy (that WORKS), you must be willing to do it all.

And doing “it all” includes:

  • Planning
  • Understanding your Personas (audience)
  • Researching
  • Implementing a content calendar
  • (Then) sticking to said content calendar
  • Consistently creating
  • Cross promoting
  • Spinning and repurposing
  • Editing
  • Testing
  • Revising
  • Commenting
  • Interacting with followers

And truthfully? There’s even more that goes into it. Because content marketing is not something that just happens simply because you’re blogging. It’s a dedicated commitment to all of it – the whole package.

Is it even worth it? We think so.

What if we told you that if you’re doing it, and doing it well, content marketing may just be the best thing you’ll ever do for your brand? Would you believe us?

It’s OK if you don’t…you don’t even have to take our word for it. But before you write us (and content marketing) off, take a look at the latest stats – they might just convince you. 

  • 86 percent of all marketers use content marketing (MarketingProfs, 2018)
  • By 2019, content marketing revenue will exceed $300 billion (Statista, 2018)
  • 84 percent of consumers now expect that brands provide content to tell stories, entertain, create experiences and provide solutions (Meaningful Brands Study, Havas Group, 2017)
  • 70 percent of consumers actually want to learn about the products they’re considering purchasing through content (rather than traditional marketing methods) (MDG Advertising)
  • 80 percent of B2C marketers state they can demonstrate (with strong metrics) how effective content marketing has been in increasing consumer engagement (MarketingProfs, 2018)
  • 84 percent of millennials say they don’t trust traditional ads; and Gen Z’ers say that their purchasing decisions are influenced by forms of content other than ads (McCarthy Group, 2015)
  • Three years ago, the average consumer saw or reviewed a whopping 11.4 (!) pieces of content before they made a purchasing decision (Forrester, 2015)
  • 75 percent of consumers expect the brands they follow to deliver a consistent experience across every channel they engage – including on social media, through a direct website, via in-person experiences or on mobile (imFORZA)
  • 74 percent of brands report that their content marketing strategy is increasing leads, both in terms of quality and quantity (imFORZA)

 Are you convinced yet? If you’re ready to commit to your content marketing plan…let us help! Flair specializes in content marketing that works. We’re committed to your success, campaign after campaign. Reach out today to learn more about how we can help you. 

 

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Sources:
https://www.statista.com/statistics/527554/content-marketing-revenue/
https://izea.com/2018/02/15/2018-content-marketing-statistics/
https://www.mdgadvertising.com/marketing-insights/infographics/the-shift-to-native-advertising-in-marketing-infographic/
https://insights.newscred.com/meaningful-brands-2017-content-revenue-loyalty/
https://www.cision.com/us/resources/tip-sheets/2018-the-ultimate-list-of-content-marketing-statistics/
https://www.forrester.com/report/Brief+Marketing+And+Media+Efficiency+Outcomes+Drive+Content+Marketing/-/E-RES128042
https://www.marketingprofs.com/chirp/2018/33498/content-marketing-2018-final-call-for-boarding-infographic