Hi, I’m Ted Karczewski. Welcome to this week’s content and coffee with Brafton. We’ll look at the value of internet marketing, and why you should invest in content marketing if you haven’t already.

Thirty-nine percent of companies expected to increase their investments in digital marketing this year at the expense of other channels, so it’s important to know which content types deliver the highest ROI. While dynamic marketing strategies will help any business increase reach and amplify core values, Adobe identified a digital content trend that brands may be interested in hearing.

The company noticed that media and entertainment websites keep visitors engaged for 26 percent longer than the average site. Why are entertainment hubs more influential and sticky than educational resources, shopping centers or news sources? Adobe suggests it’s because of diverse content offerings – most entertainment sites highlight video content, visual media and written content. This is an important insight for businesses only investing in blogging, white paper marketing or other text-only efforts – it’s time to step up your game.

Gartner also noted another compelling statistic: 41 percent of surveyed brands say they save money by replacing traditional marketing tactics with digital practices. This frees up money for further online investments. If you’re still funneling excessive amounts of money into direct mail, consider switching it up – the United States Postal Service might stop delivering your branded content on the weekends, but your website speaks to customers 365 days a year.

I’m curious, though. Have you seen returns on your digital marketing investments? Enough to turn you away from offline marketing for good? It’s hard to go cold turkey, but perhaps it’s time we all try. Catch you next week, and happy content marketing.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.