I’ve repeatedly highlighted the marketing benefits of quality content, and believe engagement marketing gigs (blogs, e-newsletters, etc) offer copywriters a shot at excellent long-term (and profitable) projects.
Next time you’re pitching a content project, don’t forget to roll out this excellent example from a Direct Magazine article by Joe Pulizzi:
Being Girl, sponsored by P&G brands Tampax and Always, is a microsite and social community dedicated to young women’s questions about PMS, dating, and other issues. Forrester Research analyst Josh Bernoff has reported that Being Girl is four times more effective than a similarly priced TV advertising program.
Phrases like "4 times more effective" make marketing directors sit up a little straighter — especially when you’re referring to a project run by a huge packaged goods company.
Need more ammunition?
Keynote tracked respondents’ behavior on three separate automotive microsites. Its research showed the more time visitors spent on a microsite the more likely they were to make a purchase. Even if the prospect initially was thought to be a poor candidate for buying anything, that probability soared after just a few minutes on the site.
There are a couple of important points to note here. First, relevant and valuable online information significantly affects a purchase. Second, a prospect who isn’t necessarily ready to buy can be positively influenced by Web content.
To many writers, "content marketing" means cheaply produced articles, written by the dozen, and yet it doesn’t have to be that way.
Proctor & Gamble — and many others (including niche companies like Pyramyd Air — have demonstrated the excellent returns delivered by high quality content.