The Content Marketing Institute, Marketing Profs, and Brightcove conducted a study concerning marketing strategy as it relates to content marketing. The results were highlighted in a very interesting infographic that is the main source of the information to follow. There is no doubt that content marketing is at the top of the list for most businesses. Let’s look at some content marketing trends to help you evaluate your marketing plans for the upcoming year.
Business Leaders Agree That Engaging Content Is The Key To Content Marketing
Obviously, the first step to creating engaging content is to have access to talented writers. They not only need to write well, but to also understand how the content will be best accepted by your target audience. A quality business blog provides the unique opportunity to engage a very large audience. It’s a place where you can discuss a topic in-depth and offer explanations and suggestions that will provide added value to your readers. By responding to comments, you can relate your true value to them.
It is important to understand that for content marketing, social media and e-mail marketing go hand-in-hand. Just a few valuable ways to integrate social media and e-mail include:
• Placing social media network link graphics in your e-mails
• Request that your e-mail subscribers share and connect on social media
• Promote e-mail newsletter sign-up on social networks
• Include an e-mail sign-up option on your social media page
Lead Generation Is The Primary Focus Of Most Content Marketing Strategies
According to the study, 93% of B2B content marketers implement an effective content marketing strategy for the purpose of lead generation. Even though there are a number of strategies to generate leads, content marketing is among the top approaches. Hosting webinars or industry events are normally considered high-value and most companies will happily provide their contact information. Providing free guides and whitepapers have been around for some time, but they are still very effective in attracting leads.
Most Companies Use Social Media As The Primary Source Of Audience Engagement
The study revealed that 87% of companies surveyed use social media to engage their audiences. Other sources included e-mail newsletters (80%), content on company website (81%), and blogs (76%). Even though the world of business has become more automated and less personalized, people still like the human touch. Social media allows you to show your human side and to be transparent on a personal level. This makes building trust and confidence in the minds of the consumer a lot easier.
Infographics Are Certainly Attracting A Lot Of Attention
Even though quality web copy is the best way to deliver many types of useful information, visual content is getting a lot of attention. In 2012, 38% of B2B companies were creating infographics. This number increased to 51% in 2013. A well designed information graphic (infographic) uses a combination of words, data, and pictures to present your message in an eye-catching format that can be easily shared. When other experts in your field link to your infographic it tells search engines that you are also an expert and can improve search rankings.
Now that the year is ending, it’s time to reevaluate your current marketing strategy and assess your business goals for 2014. Whether your focus is on gaining new customers, lead generation, or social media distribution, you cannot ignore the importance of a highly successful content marketing plan.
If you need help in re-designing your marketing strategy or simply want to become more familiar with the current trends in content marketing, contact an online marketing agency to make sure your message gets to the right audience.