Businesses with great content marketing enjoy more market awareness. This infographic explores what drives what, backed by data from the Content Marketing Institute’s B2B Report.
As any statistician knows, there’s a big difference between correlation and causation. A sudden storm may cause people to rush into an umbrella shop; event A led to event B. But buying an umbrella on a sunny day won’t make it rain. If the heavens open later on, that’s just a correlation.
The Content Marketing Institute’s new B2B Report has a bit to say about correlation. It seems the most successful companies tend to have terrific content marketing, too — in other words, their footprints across the web grow with the size of their business. But does one lead to the other? Is great content that audiences find useful truly a driver of business success, or is it just a side effect?
So it seems asking what came first — the chicken and the egg, or rather business success versus successful a content marketing strategy — was the wrong question. Great content marketing drives stronger customer relationships, which improve your business … but a better business lets you invest more in content marketing. Perhaps this is the real lesson: nothing happens in isolation. Many thanks to the CMI for conducting this research.
- Content marketing builds credibility and trust with customers without the hard-sell
- Learning from results matters — content marketing isn’t just about your next campaign, but about what you learned from the last one!
- Successful content marketers are enthusiastic users of technology — not as an end in itself, but for the data and insights it reveals
- Business success and content marketing are intertwined — but not independent
- Content marketing strategy is part of your overall business strategy — and inseparable from it
If you’d like to read more about the trends building those virtuous circle, download The Future of Content Marketing: 10 interviews with leading CMOs on the trends they’re using to disrupt in 2019.