Content marketing has become a key ingredient in gaining credibility and raising a business’s profile in its target market. Almost 80% consumers these days first research the product or service they wish to purchase before making a decision. Research indicates that advertisements are not their preferred source of information. They are net savvy and absorb information from online articles and customer reviews. Hence, the direct link from credible content to growth in customer base and revenues.
The latest annual report by the Content Marketing Institute shows that content marketing does not come without setbacks. Australian marketers that were surveyed identified time and budgeting as two of the key reasons for a stagnancy in their organisation’s content marketing success.