The anatomy of content marketing

Content marketing is all the rage, but does it produce results? This infographic offers some revealing stats on the practice.


Content marketing can be a brand’s best friend, and plenty of brands are using this powerful technique to win over audiences (and customers).

If you’re just tuning in, content marketing—also known as “brand journalism”—is when an organization produces content as if it is a media outlet. Some brands have even hired reporters and editors to produce the content, which includes anything from well-written and deeply researched blog posts to image-rich Facebook pages.

Nissan, for example, staffs a newsroom with a number of former prominent journalists. Other brands have actually worked with media outlets—such as BuzzFeed, Mashable, and The Onion—to produce content for them.

But do these efforts produce results?

Last October, ContentPlus, a marketing firm in the U.K., produced an infographic titled “The Anatomy of Content Marketing” underscoring the power of this discipline. For instance:

• Blogs give websites 434 percent more indexed pages and 97 percent more indexed links. That means more opportunities for you to get eyes on your content.

• Blogs on company sites result in 55 percent more visitors—and the more visitors you get, the more chances you have for people to pay you money.

Check out the entire infographic:

Want to learn how companies like NASCAR drive engagement with content marketing? Find out about Ragan’s Content Marketing Summit by clicking here.

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