1996 was a long time ago and the web was still in its infancy, but the Bill Gates quote “Content is King” rings true today more than ever.
Native content marketing (blog posts, social media, and featured content on third-party sites) are part of every content marketing team’s plan for their clients. A recent study by Chartbeat shows that traditional sponsored posts, banner ads, and advertiser pieces are being seen by only 24% of readers, whereas normal content is seen by 71%.
This data tells us that audiences are becoming more and more skeptical of traditional advertising. Even advertorials and old-school “native advertising” are largely being ignored in the modern era. So how do you reach an increasingly segmented and detached audience in the world of ad-blockers?
Contently, who handles clients like Coca-Cola, Google, and Walmart, released their “State of Content Marketing 2015 edition” late last year. Their survey of over 600 marketers shows that 69% are backing original, long-form content over licensed or traditional marketing content. In addition, their research concluded that long-form content marketing is the highest priority among firms compared to short-form content, social media engagement, and even video content.
Moreover, over 68% of marketers believe that original content is more effective than syndicated content. Building an audience over the long-term is a proven approach to keeping and retaining their attention. It’s the same approach newspapers, editorials, and magazines have – if the audience is interested and engaged, they’ll keep coming back.
For more information about our unique approach to marketing small businesses in this competitive region, drop us a line and we’ll set you up with a free consultation.
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