Courtesy of ThinkTank Blog
By Gordon Plutsky
While social media and mobile marketing often get the buzz three new studies have pointed to content marketing being the top priority for marketers in 2013. There is now widespread and growing acceptance of the practice of brands creating original content to engage and inspire prospects and customers. In the B2B space, the use of content to bring insight to customers while positioning company as a thought leader has topped enabling sales and generating demand according to one study.
A new offering from CopyPress shows over a third of marketers consider content marketing to be their leading focus, up from 19% last year and ahead of social media. The study also shows that among custom content tactics, articles, video and white papers deliver the best bang for the buck for ROI, though videos are still considered expensive to produce.
ITSMA’s latest version of their Services Marketing Budget Allocations and Trends, 2008-2013 states that the top priority for B2B marketer is “Developing thought leadership content that drives business”. A steady climb up the ranks since placing 7th among priorities as recently as 2009. The tracking study also shows that budget is being moved into content marketing and demand generation via digital channels and custom events and away from traditional advertising, sponsorships and trade shows.
These studies show the culmination of a movement that has been happening for several years and now reaching critical mass. Marketers are also realizing after the excitement of social media has worn away those social channels are not very effective without meaningful content to engage. Social gimmicks and other flash in the pans don’t create long lasting customer relationships or loyal advocates. In world where consumers are in control and the buyer’s journey has changed, content has become the preeminent marketing tactic.
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About King Fish Media
King Fish is a marketing agency. We create programs, often with original content, that are designed to help companies speak directly with customers and prospects to drive measureable sales results.
Our team of marketing and content strategy experts engages customers with content and storytelling across multiple platforms, enabling companies to own their media channel on the Web, in print, through social media channels or in person. Every King Fish program is designed to deliver measurable results based on defined sales and marketing objectives
King Fish develops marketing strategies and content plans and delivers them across multiple platforms including digital (websites, social media, video, mobile apps, email) print (custom magazines/catalogs and direct mail), and events (webcasts and conferences).