5 Powerful Stats That Make Content Marketing Worth Drooling Over
by Andrew Hanelly (TMGmedia) on July 22, 2011
Engage your audience:
Unless you’ve spent the past decade or so in a pillory, you’ve probably heard that content is king.
The adage is most certainly played out, but the fact is that content still reigns supreme when it comes to organizations building relationships with people.
And research conducted by the Custom Content Council with Roper Affairs only pays homage to the notion. (OK, we’re done with the metaphor).
The stats are good news for content marketers:
- 90% of consumers find custom content useful
- 78% of people believe that organizations providing custom content are interested in building good relationships with them
- 77% of people understand that an organization’s goal for custom content is to sell them something, but are OK with it as long as it provides value
- 73% of people prefer to get information about an organization in a collection of articles rather than in a traditional advertisement
- 61% of people feel better about a company that delivers custom content and are more likely to buy from that company
Custom content is useful, accepted, helps to drive purchases, improves relationships, and comes in the format that people prefer.
Long live the king.
Print Magazines Survive the Digital Tsunami
Deloitte’s “State of the Media Democracy” Survey
While 2010 witnessed another explosion of digital content and scores of new entertainment-friendly mobile devices coming to market, the adoption of certain digitally formatted content is taking longer to catch-on than some would have expected. According to the survey, since 2007 a consistent 70 percent of Americans state that they enjoy reading printed magazines even though they know that they could find most of the same information online, and 55 percent have continued to subscribe to printed magazines.
Additionally, a majority of U.S. respondents state that an important feature of printed magazines is the advertising that helps them learn about new things for themselves and their family. Since 2007, a consistent 80 percent of Americans who have read their favorite magazine state that reading the printed copy is their favorite method.
“Enthusiasm for printed magazines is consistent across all age groups, a unique result in consumer attitudes across all the media categories, we surveyed,’’ said James McDonnell, principal, Deloitte Consulting LLP. “Publishers have the opportunity to develop smart strategies to ensure that they maintain their print readership while simultaneously advancing a digital strategy that enhances the user experience.”