We’re willing to bet good money that you answered ‘yes’ to at least one – and more likely more than one – of these questions.
Do you search online to find solutions to problems?
Do you compare products before making purchases?
When you Google something, do you ignore the pay-per-click (PPC) search results and scroll straight to the organic results?
Do you use ad blockers on any of your devices?
Have you ever been put off by a company or brand because they kept giving you the ‘hard sell’?
The fact is that outbound marketing – in other words, advertising – doesn’t work as well as it once did. People are so inundated with ads that they have simply learned to tune them out.
Many are even turning to technology to stem the flow, with one report estimating that 3 in 10 internet users will be using ad blockers by the end of 2018.
Rather, people prefer to find the information they need themselves, whether that’s by reading blog posts, watching product reviews or listening to podcasts and webinars (to list just a few ways in which people consume content).
Indeed, over half of b2b buyers have made the decision to purchase before they even speak to a salesperson.
In this era of ‘fake news’, customers value brand authority, authenticity and credibility more highly than ever before. And that is precisely what content marketing delivers.
That is why companies are turning to content marketing in droves. According to a 2018 survey by the Content Marketing Institute, a whopping 85% of Australian organisations use content marketing.
Some might think this would lead to content saturation; that the sheer volume of information is only making it harder to be heard above the noise.
However, the reality is, as long as people are looking for answers, companies need to try to provide them. And if they don’t, buyers will turn to those that do.
Not to mention that these brands are definitely getting results, with 66% of Australian organisations also reporting their content marketing approach was somewhat or much more successful than the previous year.
In this comprehensive guide to content marketing, we’ll answer the following questions: