This presentation covers research conducted in June 2013 on the topic of Content Marketing. Whale Agency came up with 5 statements and substantiated them through desk research. Among sources quoted reports from companies as: Hubspot, Salesforce, Marketline, Econsultancy and many more! If you found it useful, please drop us a tweet @whale_agency we'd be delighted if you do! Also you can check the full blog post on http://whale-amsterdam.com/2013/06/21/5-statements-about-content-marketing/

1. 5 STATEMENTS
OF CONTENT MARKETING
Kindly researched for you by: Whale agency

2. CONTENT MARKETING

3. THE
STATEMENT:
1 / Content marketing is becoming
king on the marketing industry

4. • 78% of CMOs think custom content is the future of
marketing. (Sales Force, 2013)
• 79% of marketers report their organizations are
shifting to branded content. (Forrester Research, 2013)
• 72% of marketers think branded content is more
effective than advertising in a magazine, 69% say it is
superior to direct mail and PR. (Custom Content
Council, 2011)
• 64% of B2B content marketers say their biggest
challenge is producing enough content. (Content
Marketing Institute, 2012)

5. THE
STATEMENT:
2 / Blogging is practically free and
it creates more traffic than SEA

6. • Each month, 329 million people read blogs.
(Blogging.org, 2012)
• 37% of marketers say blogs are the most valuable
content type for marketing. (Sales Force, 2013)
• Companies that blog 15+ times per month get 5 times
more traffic than companies that don’t blog. (Marketing
Vox, 2012)
• Companies with an active blog report 97% more leads.
(HubSpot, 2012)

7. THE
STATEMENT:
3 / The social web-scape is
sustained by content

8. • 99% of people who share via social networks are
sharing via multiple platforms. (AOL & Nielsen, 2012)
• Clicks from shared content are 5 times more likely to
result in a purchase. (Absolute digital media, 2012)
• 34% of marketers have generated leads on Twitter.
(Huffington Post, 2012)
• 80% of users prefer to connect with brands on
Facebook. (Huffington Post, 2012)
• People spend more than 50% of their time online with
content and an additional 30% of their time on social
channels where content can be shared. (AOL &
Nielsen, 2012)

9. THE
STATEMENT:
4 / Brand loyalty and engagement
can be triggered through content

10. • Interesting content is a top 3 reason that people follow
brands on social media. (Content Plus, 2012)
• 70% of consumers prefer getting to know a company
via articles over ads. (Content Plus, 2012)
• 90% of consumers find custom content useful and 78%
believe that organizations providing custom content are
interested in building good relationships with them.
(Forrester Research, 2013)

11. • 68% of consumers spend time reading content from a
brand they are interested in. (Visual.ly, 2013)
• 60% of consumers feel more positive about a company
after reading custom content on its site.
(Visual.ly, 2013)
• People want to be in control of the content they
receive:
86% of people skip TV commercials.
44% of direct mail is never opened.
91% of email users have unsubscribed from a
company email they previously opted into.
(AOL & Nielsen, 2012)

12. THE
STATEMENT:
5 / Leads can be acquired through
content marketing

13. • Content creation ranked as the single most SEO tactic
by 53%. (Skyword, 2013)
• 57.4% of B2B businesses say SEO has the biggest
impact on lead generation goals.
(MarketingCharts, 2011)
• Conversion rates are 105% higher for consumers who
interact with ratings and product reviews.
(PrestigeMarketing, 2013)
• Organic search leads have a 14.6% close rate, while
outbound marketing leads have a 1.7% close rate.
(HubSpot, 2012)

14. HYPOTHESES
1 / Content marketing is becoming king on the
marketing industry
2 / Blogging is practically free and it creates more
traffic than SEA
3 / The social web-scape is sustained by content
4 / Brand loyalty and engagement can be triggered
through content
5 / Leads can be acquired through content marketing

15. Custom Content Council. (2011, 11 28). Retrieved from Custom Content Council:
http://www.customcontentcouncil.com/news/branded-content-spend-reaches-all-time-high-2011
MarketingCharts. (2011, 11 3). Retrieved from http://www.marketingcharts.com/direct/seo-tops-for-lead-generation-goals-19891/
Absolute digital media. (2012). Retrieved from Absolutedigitalmedia: http://www.absolutedigitalmedia.co.uk/whats-trending/10-of-
the-best-content-marketing-stats/
Blogging.org. (2012, 07 13). Retrieved from Blogging.org: http://blogging.org/blog/blogging-stats-2012-infographic/
Content Marketing Institute. (2012, 08 24). Retrieved from Content Marketing Institute:
http://contentmarketinginstitute.com/2012/10/2013-b2b-content-marketing-research/
Content Plus. (2012). Retrieved from http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-
marketing/
HubSpot. (2012, 06 18). Retrieved from HubSpot: http://www.hubspot.com/marketing-resources/marketing-statistics
Huffington Post. (2012, 11 29). Retrieved from http://www.huffingtonpost.com/brian-honigman/100-fascinating-social-
me_b_2185281.html
Marketing Vox. (2012, 08 23). Retrieved from Marketing Vox: http://www.marketingvox.com/blog-frequency-produces-real-traffic-
lead-gen-results-finds-hubspot-051671/
Forrester Research. (2013, 03 21). Retrieved from Forrester Blog:
http://www.forrester.com/How+To+Build+Your+Brand+With+Branded+Content/fulltext/-/E-RES92961?objectid=RES92961
PrestigeMarketing. (2013, 05 12). Retrieved from http://prestigemarketing.ca/blog/trends-in-social-search-infographic/
Sales Force. (2013, 06 7). Retrieved from Sales Force Blog: http://blogs.salesforce.com/company/2013/06/content-marketing-
stats.html
Skyword. (2013, 04 30). Retrieved from http://www.skyword.com/blog/tweetworthy-content-marketing-statistics-by-the-numbers/
Visual.ly. (2013). Retrieved from http://visual.ly/state-content-marketing-2013
AOL & Nielsen. (2012). advertising aol. Retrieved from http://advertising.aol.com/research/research-reports/content-fuel-social-web
Works Cited

16. CONTACT
WWW.WHALE-AMSTERDAM.COM
TWITTER.COM/WHALE_AGENCY
FACEBOOK.COM/WHALE_AGENCY
LINKEDIN.COM/COMPANIES/WHALE_AGENCY