Content Marketing

Why did Pepsi go from creating 4 content pieces per year to 4,000 a day? [VIDEO]

Creating content


Buying Habits


Content Marketing has pushed its way to the front line of the digital world leaving its traditional counterpart behind.  Consumers’ buying habits have changed, revolutionizing the way we shop.  According to the National Retail Federation  year over year ecommerce sales grew by 15% in 2015, and by 2020 experts predict that this will grow 56% from $335 billion to $532 billion respectively.  Currently 55.8% of Americans will purchase at least part of their apparel online.  Why is this? Well, biologists will argue that our central reward system triggers a shot of dopamine every time a visual stimulus attracts our attention. And what is more attractive than millions of images all trying to be ‘better’ than the next? It is this dopamine signaling that companies are fighting for.  So, among so much noise and content, what does capture our attention?


Dopamine plays a vital role in learning. Whereas 10-years ago, information would be pushed onto us passively, now, we have the world at our fingertips. Just think of a question… any question, and the net will give us a wide range of invigorating possible answers, reviews, images, videos and so on. We have turned into a nation of informed consumers, constantly searching for the best buy, consumer reviews, top 10… all of this before even stepping foot on the shop floor.


The marketing professional has thus become the driving force of modern day sales. Our job is centered around looking for new and innovative ways to attract leads and nurture them until they are qualified enough to be passed onto sales. In all this process, Content Marketing has become the ‘bait’, the better quality, the more likely it is to attract attention.  No successful marketing strategy will succeed without it. Yet, for the marketing team to be able to juggle such complex task, it is of utmost importance not only to understand but master an array of possible tools available to us.


Watch the video on Essential Tools Needed to Perform Miracles


More than 70% of the buyer journey is now covered by the marketing department rather than sales, due to this new purchasing process.  Nurturing our leads with well thought out, relevant, value added content is primordial if we want them to reach out to us and connect. This journey is referred to as the buyer’s journey, or buyer trip and is divided into three phases. For more details on these, check out our post on creating buyer stages that will lead you to success.  


More than 70% of the buyer journey is now covered by the marketing department rather than sales. Welcome to the new type of marketing, #ContentMarketing. Speak your mind #MarketingMatters Click To Tweet


Considering these new trends, it will be companies that tailor to this new way of marketing that will achieve the greatest success. As Bradly Jakeman wisely questioned, are we as an industry structured to be able to deliver this? Marketing departments as a whole have constant pressure placed upon them to challenge the status quo “now even the disruptors are being disrupted”.


The following video gives you a practical case study and example on the evolution of the buyer’s journey.  Watch on to understand what is being asked of us. If you would like to have your say #MarketingMatters or let us know in the comments below.


Bye Bye Traditional Marketing! Hello, Content Marketing!

Watch our video on how marketer’s roles have evolved and why we are so important.

Watch our video on how marketer’s roles have evolved and why we are so important.

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4 July, 2018

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