How the 800% increase in content marketing has simply shifted the sales model
Journalism is dead. Digital media and the internet killed it, diminishing a previously lucrative and noble industry. That’s what so many news outlets have trumpeted. Yet, according to the Bureau of Labor Statistics, writing and marketing jobs are expected to increase 8% and 10%, respectively.
If journalism is dead, how have writing and marketing jobs increased?
In two words: content marketing. Content marketing is the online publishing of content that stimulates interest in a product or service without directly advertising it. Case studies, thought leadership, and this post are all examples of content marketing. Companies are choosing valuable content – instead of traditional advertising – to reach their customers. They’re providing a service with the hope and expectation that customers will reward them with business in the future. The most successful content marketing correctly targets audiences with a compelling story.
In today’s hyper-connected world, companies leverage content marketing to reach targeted audiences, while building brand trust. Using blog posts and thought leadership on websites, companies bring their customers to their website at various stages of the sales funnel, driving conversions. The sharing of case studies and customer success stories proves particularly successful. In fact, the Harvard Business Review notes that “blog output by brands has increased over 800% in the past five years.”
Sound like localized, fragmented journalism?
Merriam-Webster defines journalism as, "writing designed to appeal to current popular taste or public interest." As companies begin to employ content marketing strategies to grow brand awareness and sales, they are appealing to popular taste and, in doing so, becoming media companies. Previously non-content-focused companies are now hiring for chief content officers and editorial strategists. The online content game has accelerated the hiring of video producers and editors at companies like Nike and Coca Cola. And, if they’re not hiring them as full-time employees, many are hiring consultancies to generate strategic content. In fact, companies are building out niche press rooms, focused on their specific products and services.
So, what do you need to know as a content creator?
- You have less than 3 minutes with your reader.
- If you don’t define specific measurements for success – or key performance indicators (KPIs) – you’re likely throwing darts blindly – maybe hitting the board.
- It’s worth it to take the time to define and target your audience.
- You should organize your approach to content creation… and hiring a consultant might be less expensive than building an in-house team.
- You should measure content-marketing KPIs regularly, employing concepts like this.
In Summary
The rise of content marketing has caused previously non-media companies to build newsrooms as part of their sales strategy. When executed well, content marketing builds brand awareness and loyalty, while also driving sales. In fact, the same study that shows that blog output has increased by 800% also reveals that “about 5% of content gets 90% of engagement.”
Need help building your brand and content marketing strategy? I love helping my clients publish compelling, engaging content. Contact me if you would like help telling your story.
Cydney Goldberg Familian is a seasoned marketing, branding, and communication executive with more than 17 years of experience. Cydney capitalized on her expertise in founding Brand Story 360, a consultancy focused on helping companies grow their brands and hone their business strategies. Clients have included Comcast NBCUniversal, Braze (formerly Appboy), and a Fortune Global 500 pharmaceutical.