By Steve Faber
Content marketing is a big waste of your organization’s time and money. We’re a content marketing agency. What a stupid statement…. but it’s true. Content marketing has become an outrageously expensive strategy to get results with. That’s flipped content marketing’s ROI on its head.
As a content marketer, why would I say that? I have to. It’s all in the data. Can content marketing be effective? Yes, and it’s proven to be so. It’s not, however a cheap and easy fix. There is so much content in nearly every vertical now, that even the best can be buried and never seen.
Sources indicate there are between 450 and 600 million blogs online today. Talk about a needle in a haystack! That doesn’t even include regularly updated websites that aren’t strictly blogs, but compete for eyeballs.
Why is content marketing so expensive, and how can you make it work? The Results Are In
There are many reasons, but first, there is so much high quality content available now that audiences don’t have to settle for mediocre any longer. If you want your audience to consume yours and see you as an authority, it had better be really good, if not great. That’s just scratching the surface, though.
Content Survey Says…
Andy Crestodina (Follow him on Twitter @crestodina) of Orbit Media just published an extensive survey about what content marketers found most effective. The results further illustrate why content marketing is not for the faint of budget.
1) Great (Those that work) Posts Take Time. Blog posts taking 6+ hours to create were 55% more likely to achieve “strong results” than those taking 2,3,4 or 5 hours to craft. No more just banging out a quick post and having it do the job. Time is money though.
2) Volume is Vital. Organizations that post several times weekly are nearly 3 times as likely to have “strong results” than those posting only once a month. Those posting daily or more do better still. 47% more organizations that reached the daily threshold reported “strong results” than those publishing several times per week. Frequency matters, but it’s also resource intensive.
3) Editors Work. Twice as many organizations (24%) now use professional editors for their blogs now compared to only 4 years ago.
There’s a reason for that; those using a formal editing process with professional editors are 59% more likely to achieve strong results than those editing their own work. Professional editors command something from the ole bank though. Glassdoor says online content editors average about $59K annually in Seattle, but top out at nearly $100K.
4) Successful posts include media. The survey illustrates an opportunity here. While 45% of organizations say including audio delivers excellent results, only 4% are doing so. Compare that to using multiple images or the current media darling, video. 54% of organizations include multiple images, and 19% include video, despite the fact that they don’t achieve the results that audio does. It’s a good idea to start including audio in your organization’s content. You can repurpose it as a podcast. …read more
Read more here:: B2CMarketingInsider