We’re in the communication business, so we don’t need to be convinced that strategically crafted and managed content gets results.
Of course, we’re not exactly objective on this topic, but you don’t have to take our word for it.
There is a hefty, and growing, body of evidence out there to back this up. Let’s start with this tidbit: a whopping 77% of internet users read blogs, reports Carolyn Edgecomb on her own blog for Impact.
And there’s this: in their 2018 Content Management & Strategy Survey, the Content Marketing Institute (CMI) and Intelligent Content Conference (ICC), found that strategically managing content produces benefits. Good ones.
Specifically, they found that the top five benefits of strategically managing content, as reported by businesses surveyed, were:
- Extended reach of content: 57%;
- Getting the right content to the right person at the right time: 50%;
- Ability to repurpose and reuse content: 48%;
- Enhanced customer experiences due to improved interactions: 45%;
- Improved workflow 40%.
Of those, perhaps the most encouraging are the ability to provide better customer experiences. After all, customers – attracting them, keeping them, making them happy – is the whole purpose of strategic content.
But, apparently there are still some who aren’t completely convinced: 51% of content professionals who responded to the survey, sponsored by Publicis Sapient and Contentful, said their organization views content as a business asset – to “some degree.” But only 42% said they see it as an asset to “a strong degree.” That may explain why only 45% of respondents said they had a documented strategy for managing content (a surprising 6% didn’t know if they had a strategy).
That caused the study authors to worry that unless business leaders believe in the value of content, they may not invest in the technologies and processes that increase the value of content over time.
Finally, when it comes to content, the more the better. According to Hubspot, B2B companies that blogged 11 times or more a month had, on average, three times as much traffic on their sites. Now, that kind of volume may not be feasible for every company. But taken as a whole with the other data above, the message becomes clear: communicate strategically and communicate often.