Do you blog for your business? Are you on multiple social networks, curating content and engaging your customers? If so, you’re on the right track, according to the latest statistics. It can feel a bit lonely at times, but don’t give up. For those of you who haven’t jumped on board, there’s never been a better time!
Content Marketing: What Is It?
A good working definition for content marketing is any custom media that is created and distributed for the purpose of educating and sharing valuable content with clients and prospects. It can be produced in a variety of formats that include videos, podcasts, social media, eNewsletters, and brochures. The goal of your content marketing is to establish authority and attract, engage and/or retain customers.
Marketing Profs and Content Marketing Institute Study
Marketing Profs and the Content Marketing Institute recently released their 2012 B2B Content Marketing Report. In August of 2011 they surveyed just over 1,000 marketers worldwide to identify marketing trends in the last year. Their audience services a wide range of companies and a diverse range of industries.
The content of the report is broken down into five key areas: 1—usage and effectiveness, 2—goals and measurement, 3—budgets and production, 4—challenges and 5—practices of best in class. To get the full report, you can go here. Their statistics confirm that content is still king!
• 9 in 10 organizations use content marketing of some kind, regardless of company size or industry
• B2B marketers employ, on average, eight different content marketing tactics to achieve their goals. The top four tactics are:
- Article posting
- Social Media, excluding blogs
• Web traffic is still the most widely measured metric for success
• Marketers allocate 26% of their total budgets to content marketing initiatives
• Their greatest challenge is producing content that engages
• Marketers that rate themselves as more effective than most report the following behaviors:
- Dedicating 31% of their budget to content marketing
- Considering where the prospect is in the buying cycle when developing content
- Having a high degree of support from senior level executives
What Others Are Saying
Here are some tweets I found from a recent Twitter search of #contentmarketing:
Someone in your company needs to be your content ambassador via @SproutContent
The more you blog, the more business you get. Via @tammie_egloff according to @hubspot
Do you know the true value of your marketing? Download The Definitive Guide to Marketing Metrics & Analytics: http://bit.ly/vpDFzG #B2B via @marketo
Good content should have a higher purpose, have a point of view and take a stand via @SproutContent @Robert_Rose
More than half of web users likely to share #video content in 2012 http://ow.ly/93Xvf via @brafton
Convert interest to trust; educate and help before you sell via @copyblogger65 @soniasimone
What do you want people to DO with that piece of content? Make a follow-up item clear to actually drive action #contentmarketing via @bdoriani
Good question for brands: Who’s the chief storyteller in your organization? #contentmarketing via @juntajoe
4 Hidden Benefits of Content Marketing that Go Beyond ROI http://bit.ly/xZp129 #contentmarketing
Like the infographic? You can download your own copy of it here.