- In 2009 the average company spent on content creation and distribution was $1.8 million per year, 88% companies use content marketing and 25% of marketing budgets spent on content marketing.
Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action Content Marketing Institute
Content marketing is not as new as it seems, it was created long time ago when company started to share storytelling with their customers to promote their product. Nowadays, content marketing is promoting product in more intelligent way ensuring delivery of valuable and relevant information.
Digital content is a new trend, born due to technology development. It attracts new audiences and customers as well as maintains the one company already have. There are various social media platforms that help make your storytelling more visible, more ubiquitous. Each platform requires specific strategy for sharing content: when, what and how often, in order to gain maximum exposure, or if use right jargon - impressions, i.e. the number of times your content is displayed. There is another metric that is very important for content marketing - engagement, i.e. the number of interactions people have with your content through their 'likes', 're-tweets', shares or comments.
How to share content online
Hyperfinemedia generously shared with us their infographic on content marketing: A Guide to sharing content online. It reveals the power of Instagram, why users follow brands on Facebook, Future of Content, why users share content. As you can see from the infographic: Instagram has average engagement of 416% per post, with 58 times higher engagement than Facebook and 120 times higher engagemetn than twitter. Some customer follow their favourite brands on Facebook mostly to support a brand (49%), for brand updates (41%) or for a discount (42%). People mostly share content because they find it interesting or entertaining (45%), 30% think it will be helpful and 15% share it for a laugh. As content sharing history suggests so far, whatever you do with your content it is important to remember about your target audience in order to gain maximum engagement. The guide also shows the future of content which might be considered for further content strategy campaigns and building your digital asset. Video content, especially YouTube content is the future of content marketing: with 400 hours of video watched per minute and 5 billion videos watched on the day. Statistics reveals that companies using video enjoy 41% more traffic than non-users and video posts that average 1200% more shares than text and images combined. Hope all of these statistics can help you modify your content campaigns and position your brand as a winner in content marketing world for a long-term.