What the f*ck is content, and why should I care?

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by Tieja MacLaughlin

WHAT IS CONTENT?

Content is a vehicle for delivering information. It educates and entertains. Content is distributed across every digital touchpoint and includes visual (photos, video), audio (podcasts) and text (blogs, articles). 

WHY USE CONTENT?

  • Content is the foundation of successful digital marketing. 
  • In contextual marketing, content engages with your audience, introduces them to your brand and pushes them through the sales funnel to checkout.
  • Great content signals to Google that you’re a trusted authority in your industry, increasing your visibility in search results.

CONTENT BY-THE-NUMBERS

  • Video content represents 74% of all Internet traffic.
  • Shoppers who view video are 1.8 times more likely to purchase than non-viewers. 
  • Marketers who use video grow revenue 49% faster than non-video users.
  • 51.9% of marketers worldwide name video as the type of content with the best ROI.
  • Companies with active blog (16+ posts per month) generate 3.5 times more traffic and 4.5 times more leads.
  • 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep. 
  • In the past two years, content consumption on Facebook has increased 57%.

Source: HubSpot, Forbes, Demand Gen, eMarketer, Adobe, Aberdeen.

Tieja MacLaughlin