Written by: Vickie Sullivan | October 11, 2018
Why Content Marketing Is So Popular
Have you ever asked yourself: What am I really getting from putting out all this content? Well, you’re not alone. Buyers use so many sources to decide if we’re the best choice that it’s hard to figure out what tactic or platform is the best one to use.
This summer report from ClickDimensions and Ascend2 (free registration required) is chock-full of useful data about how larger organizations evaluate their marketing plans. For today, let’s focus on content marketing. Almost 60% of respondents report that this area is the most difficult to link to sales.
Which begs a bigger question: If it’s so hard to link content marketing to sales, why is this tactic so popular?
Listen: How to Compete with Big Competitors Content Marketing
My take: It’s the fear of missing out (FOMO). When you see your competitors publishing content, it’s tempting to panic about being left behind. Between that and data around how buyers use information to make decisions, larger companies will continue to ramp up their content marketing campaigns.
My point is two-fold:
- If the big dawgs can’t lock down ROI easily, then we’re not idiots either.
- This lack of measurement will not stop the popularity of content marketing.
The more sophisticated content marketing players will continue to raise the bar for the rest of us. What you need to do is think about how you can up your game.
Now Read This:
- How to Use Content to Build Your Business Case
- Springboard Marketing: Leveraging Your Expertise Into an Empire