With 61% of Americans using blog recommendations for purchasing decisions, the potential for content marketing has never been better. It means more Americans are actively looking for excellent blog content to inform their purchases.
But what’s more exciting is that excellent content, once produced, keeps working for you every day, every month, all year round—it’s like having a team member who never clocks out.
So, the more quality content you produce, the more of these ever-working teammates you have, and the more competitive you become as a company.
This is what turned the fortunes of an ailing pool installation company at the height of the 2008 global financial crisis; excellent blog content that continues to serve them to date.
When the crisis hit, River Pools was spending nearly $250,000 on radio, television, and pay-per-click advertising. To survive, the company needed to cut down expenses completely and overhaul its entire marketing strategy, which meant finding new approaches to generating sales.
Mr. Sheridan, the then majority owner, turned to informational blog posts and videos, what we now call content marketing.