Do you know the stories that numbers can tell you about your online content marketing? Mark Twain...
In today's world of digital marketing, there are so many things competing for your attention that separating the signal from the noise can seem impossible. With so much to learn and so many skills that could potentially contribute to your success online, it's not uncommon to feel overwhelmed just trying to get started.
All that chaos makes it even more important to drill down to what matters—the cold, hard facts about what works and what doesn't. By considering the stories that some key copywriting statistics tell, you can enjoy important insights into how to build and maintain an effective campaign.
Web Users Want to Learn From Your Content
When studying content writing, you'll hear a lot about "providing value," but what does that mean in practice? A quick look at copywriting statistics makes it easier to understand what "value" is all about—and most often, it's about ensuring readers come away knowing something they didn't know before.
According to a study by SEMRush, content in the form of "How To" articles averages 1.5 times more traffic than the average. When you publish a "guide" article, that number jumps all the way up to three times as much traffic over the baseline. While not ideal for every marketing strategy, you should look to educate and inform your audience as often as possible.
Email Marketing and Landing Page Production Go Hand in Hand
Writing for every kind of online audience is vital for reaching the most motivated members of those audiences. Although email is not the easiest vector for marketing—today's inbox is more crowded than ever—email marketing remains a potent tool when done correctly. So say the numbers found in detailed reporting by Unbounce, who discovered that the best resource for landing page conversions came from email marketing, with a rate of 13%. By combining smart landing page construction with savvy email marketing, you can capture and convert motivated leads—and build your bottom line.
Content Audits Are Worth Your Time
What do the statistics about your own content say? If you aren't conducting content audits after your campaigns have run for a while, you're missing out—and that's a fact. A wide-reaching survey conducted by HubSpot reveals the value of investing time into auditing your content: 81% of people said that audits made them more effective at reaching their goals, while two-thirds of all respondents said audits had a "significant impact" on their efforts.
Audits give you a chance to see what content your audiences responded to most strongly. At the same time, you can run a postmortem on posts that didn't perform the way you anticipated. Both approaches give you solid ground to use for building up your next phase.
Personalization Makes the Difference
Even subtle language choices can make a difference in how effectively your marketing works. When Unbounce switched to "Start my free 30-day trial" from "your free trial," they saw a 90% increase in their click-through rate. That does not mean there is a solid formula to use for personalization, but rather that the copy you choose makes a difference - and A/B testing is important. With 58% of marketers already engaged in active AB testing, leaving such valuable data on the table would be foolish.
Using Data-Driven Insights to Be a Better Marketer
Copywriting statistics aren't a roadmap to the perfect marketing plan, but they tell you important stories about what works for others—and what doesn't work for anyone. Building a strategy informed by data and focused on gathering information about your performance guarantees a framework for making smarter decisions that produce better real-world results. What do the numbers say for your business?
