Content marketing is more effective than TV and radio advertising. Well, we’ve gone ahead and said it. After years of mumblings by supporters that content marketing is the wave of the future, now we’ve got the stats to prove it.
Content marketing has become an essential part of promoting both B2C andB2B brands. No longer are marketers standing on the Internet sidelines waiting to see how itshakes out. Today, more brands than ever are using a content marketing strategy to reach consumers better. Here’s why.
1. Long-term benefits
One television or radio ad may generate instant buzz but online content stays around for the long haul.
Television advertising can run from $100,000 per 30-second spot on a lightly-watched national program to the $3.5 million per spot that advertisers paid at this year’s Super Bowl.
Yet for the price of a few hours of your own time, or the cost of a freelance brand journalist or content consultant, you can produce content capable of reaching millions of viewers time and time again by way of press releases, blog posts and social media.
2. Growing online viewership
According to a 2011 online video study by YuMe, online video viewership is growing an explosive rate as opposed to its radio and television cousins.
The International Association of Broadcasters says it took 38 years for radio to gain an audience of 50 million. Television reached that number in 13 years and the Internet in 10. Online video has claimed 50 million viewers in just two years.
That growth doesn’t figure to quit anytime soon. Nearly half of the respondents to the study reported watching online video for an average of seven hours per week.
3. It’s better for younger audiences
It’s probably no surprise that the Millennial market (born between 1981 and 2000) are more apt to turn toward the net for their informational needs. A new comScore study has found that digital advertising performs better with the 79 million Millennials than television advertising.
The individuals surveyed had an understandably higher comfort level with new technology and were accustomed to on-demand content, continual stimulation and extreme multi-tasking – factors that brands should take into account when devising marketing strategies for this age group.
4. It’s better for creating engagement
There are few arguments against this point. The very nature of the Internet is one of engagement and connection. Digital content can achieve those elements in a variety of ways, including:
- Collecting followers, fans and likes to brand accounts on social media
- Initiating viral spread of content throughout the net nearly instantaneously
- Creating communities of like-minded consumers interested in specific brands and products
Once again, the personalities of Millennials should be a strategic guidepost for content marketing strategies going forward. They’re more likely to become highly engaged with video content.
5. It’s just more versatile
Whether through online press releases, podcasts, webinars, whitepapers, videos or blogs, content marketing offers endless ways to appeal to your brand’s target market.
Every part of your content marketing strategy should focus on creating messages that are valuable, compelling and relevant. Taking into account the dynamic and immediate nature of information flow on the net, the best content marketing can achieve high marks when it comes to relevance, especially given the speed by which information can be integrated and disseminated.
The power of content marketing will only continue to grow as more generations live their lives within the digital world. Those brands who get into content marketing fastest and most creatively will be the ones leading the way.
For 15 great content marketing tips, take a look at our guide to content marketing here.