Chris Sears

The Importance of Content Marketing in Online Advertising [Infographic]

Posted by to Marketing
The Importance of Content Marketing in Online Advertising

Content Marketing Infographic

Today’s catchphrase “Content is King” is used throughout the online marketing world and with good reason. The changes to the online search systems increase the necessity of having content rich websites that focus on the consumer first, giving information and details that help them become educated about a product or service prior to purchase.
You may have the best widget on the market, with the most unique selling proposition and remarkable benefits for the consumer, but without listing all those details in an easily digestible format, how does your intended customer know?

The online world is now so consumer driven, that content marketing is now vital for cross selling, up selling and return customers as well as getting information into the marketplace. So where is the marketing dollar now best to be spent?

Is it Pay per click, is it organic rankings, social media, SEO or SEM? Here is an infographic outlining some of the main information from the 2014 Regalix marketing survey.

Key Findings:

  • Content Marketing is the most focused item for SEO integration
  • 96% of marketers use Organic Search to provide educational and informational content
  • 76% use Social media to support and boost SEO
  • Organic Search is used more for satisfaction and loyalty stages of the buying cycle
  • Paid search is used most for awareness and consideration

SEO Plan Integration

Content Marketing can be defined as the creation and distribution of valuable, relevant information to attract a clearly defined audience. The ultimate aim of course is to acquire sales from this audience, this is more than just writing a sales pitch, its providing useful information for a targeted audience.

Content Marketing is the most focused item for integration in SEO plans at 56% highly integrated, with email marketing at 46% integrated followed by paid search with 33%.

Company Goals

One of the most interesting pieces of data that has come from this study, is in the marketing strategies used to achieve the top three goals for each company.

The percentage of companies using search marketing strategies to provide educational and informational content is now sitting at 96% of organic searches, with being established as a thought leader second at 86% and then the focus is to drive traffic to the website is at 84%.
If your company is well known to have relevant information for your brand, product or service, then naturally people will come to the site.

It’s the good old “Build it, and they will come”. What are you building on your website?

Buying Cycle

Through the buying cycle, Organic Search and Paid Search both have their targeted uses and each has a different focus. Organic search is used most highly for satisfaction at 95% and then loyalty at 91%. PPC is used most for awareness with 61% and then consideration at 54%.

The actual purchase stage is lower for both, with Organic being 70% and PPC being 52%.
This shows us that both Organic and Paid Search are appropriate and useful for a variety of stages in the buying cycle.

For more information download the full study here.

Chris Sears

About Chris Sears

Chris Sears is a passionate web marketing specialist who has helped many businesses grow from Search Engine Optimisation and Adwords Management throughout Australia.

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