The stats paint a pretty bleak picture: Online display ads draw a .1% click-through and 40% of those clicks are made by mistake; plus, only 8% of all Internet users account for 85% of all ad traffic. As online advertising flounders, eMarketer predicts content marketing spending is expected to increase from $112 billion to $300 billion in the next four years.
What do these numbers suggest? Our CEO Matt Cooper published an article for the CMO.com explaining the advantages of using content marketing to attract customers.
Here’s a preview:
What was the last news Web site you visited? I bet you can’t remember what ads were on the page even if you were there a few minutes ago.
Perhaps this is why we’ve seen so much industry attention focused on both content marketing and native advertising in the past year. Two-thirds of marketers say they’re going to increase their native ad budgets in 2015. Half a decade ago these were obscure buzzwords, but increasingly we’re seeing brands shift budgets and focus toward creating original content, and in many cases this content doesn’t even resemble an ad or directly promote a product.
Interested in learning more about the power of content marketing? Here are some articles on the subject: