Iliyana's Blog

Your Business is Doomed Without a Lot of Content

[fa icon="calendar"] 09-May-2017 10:00:00 / by Iliyana Stareva

The Power of a Lot of Content.jpgMy start-up Smile Arty has now been live for about three months. 

Painful months. It was hard, really hard in the beginning. Things like getting the company registered, getting a bank account, setting up everything for accounting, revenue etc. were nerve-racking. 

The one thing that was easy was the website and all the content. 

I say easy because I have a PR background and I now work in inbound marketing so I didn't have to start learning any of this from scratch whereas the whole administrative thing for a new business was completely new to me.

I have to say, though, in less than three months, content started working. 

We pushed weekly blog pieces out (that are not just text but visual), daily social media posts, videos on our YouTube channel, infographics on Pinterest, lots of photos on Instagram and some Facebook and Google ads support as well as weekly email updates for new posts or whenever we have new products. 

Basically, we are everywhere with various content items all the time simply because our target audience requires it. 

And it's rewarding to see that these efforts are worth it. People are not just engaging with our content, they are starting to purchase. So we've managed to move them from awareness to consideration to decision pretty quickly.  

Now for the ones who don't believe me, I want to show you some numbers in an infographic I received a while ago that I thought visualises and factualises the power of content. 

The Power of a Lot of Content 

Let me give you some numbers that I found quite interesting: 

  • Consumers engage 11.4 pieces of content before making a purchase decision.
  • Users are 30x more likely to read an infographic than an online article.
  • Blog posts with an image every 75-100 words gets shared 2x more on social (I should think about this).
  • Visual content is 40x more likely to get shared on social and 50x easier to rank on the first page of Google.
  • Using the word "video" in an email's subject line boosts open rate by 19%, click-through rate by 65% and reduces unsubscribes by 26%.
  • Successful content marketing strategies use an average of 4 paid methods to promote and distribute content and overall 8 different content marketing tactics. 

So the conclusion really is: if you are not doing a lot of different content on many different platforms (that your audience is on, of course) you need to start now.

But the frequency of content makes or breaks it. You can't just have a presence, you have to be active with relevant, regular, engaging content that fits with your audience needs. 

Otherwise, no one will find you or no one will consider you worthy of their attention.

Enjoy the rest or the infographic! 



How much content marketing do you do? 


Topics: Inbound Marketing, Marketing

Iliyana Stareva

Written by Iliyana Stareva

Iliyana Stareva is the author of Inbound PR - the book that is transforming the PR industry. She's also a keynote speaker and a consultant in inbound and digital for fast-growing companies and agencies. Currently, Iliyana is Chief of Staff to the EMEA President at ServiceNow. Before that, she held global and EMEA-wide positions at Cisco and HubSpot. She is also certified by the PMI as a Project Management Professional (PMP)®. In her free time, you can find Iliyana writing for her blog, dancing salsa or travelling the world.

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