Can Content Marketing ROI Beat Inflation?
Matthew is the founder and CEO of DVI Group , a strategic communications agency that reimagines commercial video for brands.
Inflation is inevitable in modern life, which was exacerbated by the global economic crisis that occurred last year. The US federal government reported a 4.3% increase in consumer spending in the third quarter, compared to a 9% increase in the previous quarter. Market media are advising investors to hide and ride out the coming recession. The message from economists and financiers is clear: prices are rising everywhere.
Quality content marketing rates are not exempt from this increase. The agency owner has reviewed the price increase on goods and services and has made every effort to pass on the price increase to the client appropriately. But again, the agency's experts know the truth: prices are rising. And it includes the value of high-quality, data-driven content marketing outcomes.
But there's good news for clients and agency leaders: the outlook for content marketing in 2023 is rosy. Based on data measuring the effectiveness of content marketing, I believe the content marketing industry is uniquely positioned to beat inflation in true ROI.
Powerful and profitable content marketing.
Content marketing or brand marketing doesn't work with helpful resources and shared thought leadership with your target audience. Regardless of how much the customer spends, the data shows great success in content marketing. For example, research shows that while content marketing is generally 62% cheaper than other forms of marketing, content marketing generates three times as many leads.
The best content marketing is a consistently superior and superior approach to winning over customers in a unique way. Experts predict that the content marketing industry will grow to $584.02 trillion by 2027. And according to the Content Marketing Institute, nearly half of B2B content marketers will increase their budgets by 2023, despite the recession.
When combined, these stats tell a story. The cost of content marketing is on the rise due to its costly ability to triple results for less money.
Inflation is coming down.
Despite improvements in key sectors, data indicate that inflation is slowing and on the way to correction. The November report showed a sharp fall in month-over-month inflation in key energy sectors such as electricity and other services. While month-over-month numbers look good for many other key areas, news reports that the pace of stock reporting has slowed since its peak in June of this year.
Experts focus on creative solutions.
One of the key elements in the fight against inflation is innovation. Content marketers should always focus on creating creative content that is most valuable to their customers. After all, 92% of content marketers value "creativity and craftsmanship" when creating content for clients. Your creativity will eventually overcome financial and creative barriers. I believe that if they implement several innovative strategies, they will be able to fight inflation.
• The power of SEO: Search engine optimization has become a strategy worth investing in. Many potential clients can find your services by searching for expertise in topics close to your industry, including a blog on your website that shares valuable content articles and includes popular search keywords.
• Video content and other traditional media: Video has proven itself time and time again as an asset to content marketing. By adding a visual angle to your content, you can share more emotion, convey more facts, and help your audience see exactly what you're trying to convey. Create meaningful how-to and explainer videos to engage audiences responding to content marketing.
True Brand Authenticity: 87% of top content marketers, more than any other group this year, said they prioritize audiences by showing a genuine commitment to authentic information. Create your content with your audience in mind first. Wherever your marketing content appears, start the creative process by thinking about what your audience wants to hear and feel, and what information will be useful.
Can content marketing beat inflation?
As marketers, we sometimes feel like we're fighting a grassroots creative battle with our time, money, and brainpower. But knowing the proven value of content marketing and its lasting effectiveness, we can enter 2023 with confidence in our marketing strategy.
It's important to let your clients know how much their content marketing assets are worth this quarter. As next year's budget tightens and clients start looking for deals on future deals, make sure they understand an important agency truth: Content marketing is an expense worth fighting for.
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