We are peering straight down the barrel of 2014, and it’s time to make plans for next year’s sales and marketing efforts. You’re likely wondering if your audience is the right fit for content marketing.
Who’s reading content? Is there a particular demographic that’s more receptive to content marketing?
The short answer is that, broadly defined, everyone is reading content. According to a recent Pew Internet & American Life Project survey, 85 percent of adults in the US are online. When you break it down by age, just about every adult in America between the ages of 18 and 29 uses the Internet. Ninety eight percent. As users get older, the numbers drop off slightly, but even the majority of senior citizens are online.
The higher the income, the more likely they will also be online, with 96% of respondents making over $75,000 annually use the web. The same stat applies to college-educated users. It’s tough to imagine that your business wouldn’t want to attract well-off, educated customers.
Another piece of the puzzle is social media. Here’s a completely false statement we’ve heard: “My customers aren’t on social media.” Guess what? They are. Pew’s research on social media finds that the number of internet users on social media continues to explode, and at last count, about three-quarters of those surveyed are on sites such as Facebook, Twitter and Instagram. That’s up from 67% just a few months earlier in late 2012.
So the correct statement is actually, “My customers are on social media.”
If you believe, as we do at Scribewise, that content marketing and social media go hand in hand (because what good is content in a vacuum), then a big part of your marketing budget should be dedicated to social media.
Content marketing is a buzzphrase these days, but the truth is that it’s been around for a very long time. Indeed, pretty much every form of media is a content marketing play. Television programs go hand in hand with advertisements (or monthly subscriptions, or underwriters). Content and commerce are inextricably linked; always have been, and probably always will be. The answer to the question of whether your business should do content marketing is a resounding yes.