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think you have enough content

At Audienz, we do a lot of things. We listen. We help you strategize. We get to know your customer. We simplify your message. We use tried-and-true methodology. Mostly though, we create blockbuster content.

A majority of businesses understand why content is important. They know that relevant content helps with Search Engine Optimization (SEO), helpful content enhances credibility, and creative content allows you to develop a voice that resonates within your industry. But how much do you need?

82% of buyers viewed at least 5 pieces of content from the winning vendor. [Source: Forrester]

Every piece of content is an opportunity to set yourself apart from the competition. Now, more than ever, it’s important to seize it.

Believe it or not, the internet age encourages thoughtful research. Sure, it spawned Snapchat, 140-character limits, and goldfish-level attention spans, but it also provides an unprecedented opportunity for customers to spend lots of time comparing products and services. How much time?

63% of people requesting information on your company today will not purchase for at least three months – and 20% will take more than 12 months to buy. [Source: Marketing Donut]

No one likes these numbers. It’s frustrating. When you put out a great product and create a killer marketing strategy, you expect immediate results. But how can you use this to your advantage? Keep creating content. Be the company that keeps giving customers something new to help nurture them through the buying journey.

It would be great to have a stat to illustrate this point. Wait, there is…

95% of buyers chose a solution provider that “Provided them with ample content to help navigate through each stage of the buying process” [Source: DemandGen Report]

What is ample content? It depends on a lot of things, but it is ultimately subjective. Do you want to risk being passed over by 95% of buyers because you weren’t sure if you had enough?

Speaking of the buying process…

57% of the buyer’s journey is completed before the buyer talks to sales. [Source: Corporate Executive Board]

Wait, what? Obviously, you need your sales team to help convince the other 43% of buyers. That said, it’s probably time to start thinking of your content as a supplemental sales force. Content is not only about awareness and nurturing. It’s about giving people the information they need to make a decision. But that’s not all…

68% of consumers feel more positive about a brand after consuming content from it. [Source: iMedia Connection]

Great content is useful. It teaches people. It adds interest. It humanizes your brand. If you keep providing impactful content, you increase your chances to make a positive impression.

Okay, let’s bring it home with a bonus sixth stat!

After a presentation, 63% of attendees remember stories. Only 5% remember statistics. [Source: Dan & Chip Heath]

Yes, that just happened. I’m concluding a stat-based blog post by showing that stats aren’t that important. But that’s the point. People remember stories. A coordinated and sustained content creation effort will give your customers something they will never forget.

Don’t have enough content? Let us know. We can help.

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