Content Increases Sales for More Than Half of Brands

Given that we’re a content development and promotion agency and fervent advocates of this approach to marketing, we don’t need any convincing when it comes to the benefits and ROI of high quality, unique content. However, any research that helps convince others is always welcome news, and we’re more than happy to share it with our clients and readers.

One such piece of research caught my eye yesterday; the Content Marketing Benchmark Report from B2B Marketing (speaking of whom, I’ve just completed a chapter for an upcoming infographic ebook for them, so keep your eyes peeled for that one!). According to the report, 56% of those surveyed saw either a ‘significant increase’ or a ‘slight increase’ in sales figures as a direct result of content marketing.

That’s a dramatic statement, particularly when you consider that only 15% said they saw no impact on sales (with the remaining 29% unsure of how to track the impact and ROI of content marketing). Given that boosting sales is rarely the primary goal of a long-term content strategy – that moniker falls to ‘brand positioning’ according to the report -it’s a rather significant secondary benefit and a major indicator of the business impact of a dedicated content marketing campaign.

The good news for content advocates doesn’t stop there either, with an incredible 86% of brands surveyed considering content marketing to be either ‘critical’ or ‘important’ (43% and 43% respectively), and only 14% stating that the approach is either ‘of some importance’ or  of ‘limited or no importance’ (13% and 1% respectively).

The report also highlights some of the primary barriers to adoption (or at least to allocating greater budgets), with the most significant appearing to be difficulty in judging content ROI  – a topic we’ll be covering next month on the blog. Only 1% of the brands surveyed felt they could judge ROI on content marketing completely, with the majority (37%) stating that they could demonstrate ROI ‘some of the time’. The survey also cites measuring ROI as the main challenge faced by brands wanting to take advantage of a long-term content strategy.

If you’d like to read the report for yourself, follow the link at the beginning of the post or check out B2B’s visualisation of the main findings from their research:


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