Due to the coronavirus pandemic, real-world sales and marketing activities have become more difficult than before, and more and more activities have moved online.
Meanwhile, content marketing, which aims to obtain leads and generate sales by publishing content on blogs and owned media, is once again attracting attention.
Against this background, WACUL Co., Ltd. conducted a survey regarding the management of blogs and article media. The results of this study revealed that companies that are successful with content marketing have one thing in common:
Reference source: What do companies that achieve results with content marketing have in common? Survey results regarding blog/article media management systems
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63.4% of respondents said that content marketing “led to results.” The most common time it takes to see results is 6 months to less than 1 year.
First, it was found that 63.4% of the companies surveyed were already achieving sales results through content marketing.
Source: What do companies that achieve results with content marketing have in common? Survey results regarding blog/article media management systems
Regarding the period of time it takes to see results, the most common answer (24.4%) was “more than 6 months to less than 1 year,” while the rest were scattered between less than 3 months and more than 3 years.
Next, the answers to the question “What percentage of new contracts are generated through blogs and article media?” are shown below.
Source: What do companies that achieve results with content marketing have in common? Survey results regarding blog/article media management systems
If you take the average response from companies that say it is “linked to sales,” it is “approximately 45%.” If successful, content marketing can prove to be a major contributor to sales.
Continuous efforts for more than a year are required to make an impact on sales.
The graph below shows the results of a survey on the year in which blogs and article media were launched.
Source: What do companies that achieve results with content marketing have in common? Survey results regarding blog/article media management systems
There are six companies that are already generating sales through media that was launched in 2019, and there is almost no correlation between the year of launch and the results.
However, it has been found that 10 of the 11 companies that answered that “30 to 100% of new sales come from media” launched their media before 2018. It has also become clear that long-term initiatives are important in order to have a big impact on sales.
Four common characteristics of companies that produce results
This survey results report listed the following four things as common traits among companies that achieve results through content marketing.
- Obtain a sufficient number of leads ・Efforts to rewrite articles
- Evaluation based on “number of leads” and “number of published articles” of management members
- Active involvement of management in start-up and operation
It was found that there is a large difference in monthly PV and number of leads acquired between companies that are producing results and those that are not.
| whole | leads to sales | Not connected yet | |
| Median monthly average PV | 70,000 | 90,000 | 8,500 |
| Median average number of monthly leads | 28 | 70 | 5 |
Reference source: What do companies that achieve results with content marketing have in common? Survey results regarding blog/article media management systems
Regarding article rewriting, it has been found that almost 70% of companies that are linked to sales are doing so.
Source: What do companies that achieve results with content marketing have in common? Survey results regarding blog/article media management systems
Regarding the evaluation of management members, the most frequently answered response was “PV,” but companies that have achieved results also include “number of leads” and “number of published articles (including rewrites)” as evaluation items. It turns out that there are many cases where this is the case.
Source: What do companies that achieve results with content marketing have in common? Survey results regarding blog/article media management systems
Finally, regarding the involvement of management, we found that companies that are producing results are more actively involved.
Source: What do companies that achieve results with content marketing have in common? Survey results regarding blog/article media management systems