We’re living in a day and age where inbound marketing has usurped outbound marketing. Law firms are realizing that it’s far more effective to let clients come to them by offering quality content instead of beating them over the head with brash, brazen and more annoying techniques.
At the core of everything inbound is content marketing, which is defined as “the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”
Here are some key content marketing stats that definitively prove just how valuable this strategy can be to your law firm and why it should be a top priority.
1) “200 million people now use ad blockers.”
People hate online ads. They disrupt the user experience and are just flat out irritating. That’s why it should come as no surprise that more and more people are using ad blockers to minimize the number of ads they’re exposed to.
This means that the legal brands that use this antiquated technique are likely to only see marginal results. But those who take the time to create great content are the ones that are thriving.
2) “While content marketing costs 62 percent less than outbound marketing, it generates more than three times as many leads.”
Talk about efficiency! Not only will you pay significantly less to run a content marketing campaign, you’re going to see more than triple the number of leads. Content marketing allows you to get more bang for your buck, and the quality level of your leads should be considerably higher as well.
3) “Conversion rates are nearly 6x higher for content marketing adopters than non-adopters (2.9 percent vs 0.5 percent).”
There are a lot of “vanity metrics” that legal marketers fall for that make them feel good about their campaigns but don’t really bring about legitimate results. But the success of a campaign is indisputable when you’re seeing a high conversion rate.
Studies have proven that content marketers see a much higher conversion rate on average than those who are using other techniques.
4) “72 percent of marketers are producing significantly more content than they did a year ago.”
Content marketing is definitely catching on. This specific statistic shows how it has basically become a focal point of many marketing campaigns. And this makes sense when you consider the results that it gets.
5) “78 percent of CMOs believe custom content is the future of marketing.”
If you needed any more validation, the fact that nearly eight out of 10 chief marketing officers consider content to be the future of marketing is it. It’s by no means a passing fad and is likely to be the cornerstone of most online marketing campaigns for years to come.
These content marketing stats show that this technique is worth its weight in gold. That’s why content marketing is something that you should devote plenty of attention to as we approach 2017. It should be a top priority, and a comprehensive campaign can be your ticket to more leads, conversions and clients.
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