Hi there and welcome to Content and Coffee. I’m Samantha, and today I’d like to talk to the one in four marketers who are choosing to forego a content strategy this year about why content is so important for your marketing strategy.

We know that three-quarters of B2B and B2C marketers are planning to ramp up their content strategies in 2016, but for the twenty-five percent who have not made plans to do so yet, it’s time to get on board. Let’s take a look at why you can no longer omit content from your marketing strategy.

Maybe your concern is that a good portion of online content goes nowhere or falls flat, with no one sharing, liking or even seeing it. It’s worth noting that while that may be the case for fifty percent of online content, the other half is successfully engaging readers, leading to improved brand awareness, conversions and ROI.

So, rather than getting discouraged by the idea of failure, let’s consider some of the reasons having a content marketing strategy in place is integral for your company. Primarily, content plays a huge role in nurturing new leads and propelling potential buyers toward a purchase.

In most cases, buyers are already seventy to ninety percent of the way through the purchase process before they will reach out to you.

So what are they doing before you hear from them? Researching and reading content online.

A Nielsen study found that eighty-five percent of consumers turn to trusted content when researching products and services, and if you rank among those trusted sources of information, the odds of buyers returning to you to make a purchase are going to be much higher.

Come back next Monday, and every week, for the latest Content and Coffee. You can check out some of our resources on content strategies and more below, and don’t forget to sign up to receive our weekly newsletter right in your inbox.