Blogs are the leading choice in content creation, according to recent statistics.
According to Semrush, 92 percent of content marketers are producing blogs, while Demand Metric found that 59 percent of B2B marketers consider blogs to be the most valuable channel.
While this type of content faced some uncertainty from marketing experts in the past, it has since proven to be a serious factor in a consumer’s buying decision.
According to the Content Marketing Institute, 61 percent of consumers have made a purchase after seeing a recommendation in a blog post, and companies with blogs are producing 67 percent more leads per month than those without.
Blog content is followed by emails, case studies, and infographics as the most-produced content types.
Marketing experts say blogs add value to a website by providing informative content that’s written with customer engagement in mind.
This content is not about promoting services or products, experts say, but about being educational or entertaining.
Additionally, businesses have found significant benefits from frequent blogging.
According to Hubspot, businesses that post 16 times or more per month get about three and a half times as much traffic, compared to those who publish four posts or fewer.
As a result, many marketers are deciding to cut down on their digital advertising budgets so they can spend more on creating content.
While traffic is important, experts say it’s more important to first be able to provide quality content that is SEO optimized.
This will increase the chances that the person landing on your page is actually finding what they’re looking for, rather than being directed by an irrelevant keyword.
Experts suggest creating content that addresses the needs of the target audience, and has a solution for their problem.
Content marketing is far from limited to blogging, experts say, and the most popular types of content for a particular business will depend on what they are offering and who they are offering it to.
However, it can be a helpful tool to establish a business as a thought leader, and to create shareable content for social media, experts say.
And, it’s okay to start small and build later — according to CMI, 52 percent of B2C marketers have a small or one-person marketing team.
Eventually, many companies decide to hire a professional content marketing agency to build the exact strategy they need based on research and data analysis, experts say, and also provide white label content.
Until then, experts recommend companies start by laying out their goals and summarizing them in a unique mission statement that will guide all future content.