Showpad recently surveyed 504 medium- to large-sized businesses across the U.S. and Europe to explore the links between content and customer experience. Among many other interesting insights, we learned that 80 percent of marketers and sales professionals think content can effectively achieve one or more of the following key objectives:
What’s so profound about this? Well, the revelation isn’t in the bullet list. It’s the fact 20 percent — or 1 in 4 — marketers and sales professionals among us are content skeptics.
If you count yourself among this group, or if you work in an organization where content skepticism is blocking long overdue investments in technology, tools, training and people (read: pretty much everything) –here are 10 statistics to convert even the most hardened content skeptics into full-fledged believers:
But wait, there’s more.
The above should be more than enough to win over even the most cynical of content skeptics. However, if you’re not yet firmly convinced — or if you feel that some people in your organization might need a little more nudging over the content fence — here are two bonus statistics that should seal the deal.
First, for those who think that customers with mobile devices aren’t interested in content because they’re on-the-go or have small screens:
And for those who think that content fatigue is going to set in, and customers will go back to speaking with sales reps early and often:
So yes, content is essential. But not all of it is created equal, or even worthy of the term. Frankly, a lot of stuff out there ranks between forgettable and dreadful.
This blog is written by Showpad, and was published before on their website.