Digital Marketing Trends for 2017

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Justifying investment in content marketing [Infographic]

Convincing your boss to invest in content marketing

2013 is the year for 'content marketing', but as marketers we still need to work hard to convince the budget holders or our bosses to invest time and resources in this area?.

Whether it's sharing content, curating it or interpreting it?  FatJoe have highlighted some statistics (from secondary research), to support your business case in their Infographic.  

Could these stats convince your boss or budget holder?

  • 61% of consumers more likely to buy after reading custom content
  • 90% of consumers find content useful
  • 67% of companies with a blog generate more leads than those without.

Check out our guide and template to making the business case for investment in digital marketing for a more quantitative approach and how to win the emotional arguments too.

Fat-Joe-Content-Marketing-statsinvestcontentInfographic

If you're not sure where to start with your content strategy, read our Smartinsights Content Marketing Guide and Stephen Bateman's short blog post on how to integrate content marketing with your social media marketing.



Share your thoughts

  • George commented on August 16, 2013

    I used to work in finance before making the jump to marketing. I have a pretty good idea how the mind of a good financial manager operates. Frankly, I don’t believe there is anything so compelling in this infographic that it would have them rushing to allocate budget to content marketing. First everything aside from the consumer stats is basically saying, “we should do it because everyone else is” –. i.e. not compelling. The consumer opinion data is interesting. I take that back, the B2B leads claim is somewhat interesting too. Still there is nothing that ties investment directly back to performance in terms of dollars. What would be interesting is data that tracks consumers journey from viewing content to making a sale, or evidence that leads from content are of higher quality, or convert at a higher rate. Thus, in the end, to people that measure ROI in terms of NPV, IRR, and payback period — my hypothesis is that this infographic will not move them. I would still vote to allocate dollars to content if I were making the call — I would just frame my reasoning for doing so in a way that was more focused on linking the investment to increasing the firm’s value. Even if that was analysis was based on a set of hard-to-predict assumptions — it’s better than saying we should do this because customers at other peoples companies said they like it and our competition is doing it.

    • Thanks for your thoughts George – you make the case well for a more quantitative assessment of content based on ROI or LTV models.

      I did hesitate before including that sub-headline – I was secretly hoping that someone would make the comment you have.

      I added links to our business case guides/templates which advise using the types of techniques you mention.

      You’re in a great position to gain investment compared to many marketers I think – if you’re interested in sharing more on this with our readers please get in touch via the contact us.

      Thanks again, Dave

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