Content marketing is a trend that has steadily been growing since 2004. You can see from the Google Trends chart below; it has become a prolific topic worldwide in the last six years.
But with its growing popularity comes an oversaturated blogging market. Regardless of format, content is everywhere you look. So, when it comes to creating content that will get your brand noticed – you can see why some companies might think it isn’t worth adding to the masses.
That’s where those companies are wrong.
Creating exciting and educational content for your specific audience isn’t dying out. You can see from the graph below that the term ‘content marketing’ is nearly 100% popularity worldwide.
Now isn’t the time to start slowing down with your content strategy; this should be the time to think it through and ramp it up.
In this piece, we’re sharing a selection of fascinating blogging stats that simultaneously highlight the importance of content marketing and inspire you to try new tactics when it comes to creating blog content!
Source: Google Trends
Blogging has a Vast Impact on Page & Link Indexing
Some blogging stats claim that blogs are responsible for 434% more indexed pages and 97% more indexed links. When you think about it, this is obvious. The more content you’re creating, the more pages you will have indexed by Google. However, this is only worth it if your content is relevant to your niche. Although this statistic highlights quantity – your focus when creating your content should be on quality.
According to Search Engine Journals, the average word count of the first page Google results contains 1,890 words – so it’s worth creating longer-form content infrequently than continually churning out a few 400-word articles.
How to Write Original Content
Based on Social Media Examiner report – 81% of marketers plan to increase the use of original written content for blog posts. Although content curation is helpful to your users, it’s great to be able to write completely original content for your blog. Original content is content that isn’t duplicated online and holds more value for your audience. This approach also helps you establish yourself as an industry authority.
A great way to create a piece of content you know has a good chance of performing well is by adopting the Skyscraper Technique. The term was coined by content marketer and founder of Backlinko, Brian Dean. The Skyscraper Technique is a process where you find a good piece of content that has been created by a leader in your industry and created an even better, more in-depth and educational piece.
This technique helps you create content that your audience will enjoy – it’s proven popular when created by others in your industry. It also gives you the chance to outdo your competitors by offering a much more substantial and useful piece of content.
Creating content like this can take a lot of researching, but it’s a strategy that’s worth investment.
How to Reuse Content to Free Up Time
Nearly 60% of marketers reuse blog content 2-5 times; repurposing content is a great way to maximize the use of material. The average time spent creating a piece of content has risen, and now 29% of people dedicate over four hours perfecting the perfect piece of content. If you’re spending over 4 hours creating a compelling piece of content only to push it out to your audience once, you’re missing a trick.
Not only does repurposing content free up some of your time – it means you can use it to engage other aspects of your audience. For example, one audience member might prefer an infographic to a blog post – and another might prefer reading a complete guide as opposed to a short blog post.
Repurposing your content means you’re getting more mileage out of one piece of content. Create bite-sized tidbits and create social images out of them. Facts and figures can help you start a conversation with your audience on social media. Creating a ‘did you know…’ kind of post can help you re-fashion your content time and time again.
Understanding the Benefits of Search Engine Optimization vs. Paid Marketing
According to Search Engine Journal, SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. The reason SEO leads have a much higher close rate than outbound leads is that you have built up a trusting relationship between your company and the reader through SEO.
For example, with SEO, you can’t pay your way forward – you got there on merit. Google has deemed your content worthy of ranking for a particular keyword or keyword phrase.
SEO, or Search Engine Optimization, is something you can build on top of and continue to craft, tweaking and rewriting pages to ensure the user finds the most relevant and useful content to match their search query. Paid advertising is only giving you dominance in the search engine because you’ve paid for it. Users are becoming savvier, and they’re wise to sponsored ads and the position they hold.
Regular Content and Strategy Have a Symbiotic Relationship – One Can’t Succeed Without the Other
70% of marketers do not have a strategy and/or do they do not stick to it. Consistency is key, but not if you don’t have a strategy. They only work together – regular content without a strategy is just creating content aimlessly to fill your blog page. Whereas creating a fantastic strategy but then failing to deliver it consistently, is just as bad. One without the other will fail to deliver an impact on your audience.
As marketing expert Neil Patel points out, most content marketing falls flat and fails to deliver results because it merely lacks strategy.
Read more about why you need a content strategy and a content plan.
Hopefully, these blogging stats have opened your eyes to the importance of compelling content creation for your blog. Sometimes, less is more – so don’t forget to:
- Focus your time on creating quality content – not quantity
- Don’t forget to repurpose existing content – chop it up into bite-size chunks and share on social channels or make it into an easy-to-digest infographic. Don’t just use it once!
- Implement the Skyscraper Technique – put the time into creating better content for your audience
- Take risks with your content – content marketing is trial and error – the only way you’ll find out if it works is by giving it a go!
Final note…If you’re reading this right now, blogging obviously works. You are our target audience and there’s much more great content where this came from. Why not subscribe?