Blog posts. Whitepapers. Facebook posts. Tweets. Videos. Pins. There is no shortage of content in 2013. Whether you are looking for information to influence a purchase decision or furthering your education on a particular topic, there is a wealth of credible content to choose from. In the b2b landscape, the volume of content available to web-surfing target audiences means increased competition for website traffic, for blog comments, for leads and for clients. The Content Marketing Institute recently released its 2013 B2B Content Marketing Benchmarks, Budgets and Trends – North America which provides valuable data that can help to guide marketers’ content creation and content distribution decisions. Here are some content marketing trends to have on your radar as you develop or refine your b2b content marketing strategy:
–> 33% of marketing budgets were dedicated to content in 2012
–> 54% of marketers plan to invest more of the budget in content in 2013
–> Social Media (other than blogs) ranked as the most commonly used content marketing tactic
–> Only 11% of content marketers are incorporating gaming into their campaigns
–> 83% of folks are sharing their content on LinkedIn; only 7% are sharing it on Tumblr
–> Creating enough content is the biggest challenge
With an increasing number of businesses using online content to cultivate leads, the need to create high-quality, compelling and shareable content is greater than ever. Check out our blog post on 10 Characteristics of Great Online Marketing Content for tips on generating content that moves the needle.
One of the most important considerations when developing online marketing content is ensuring that you are creating materials that resonate with your target buyer persona(s). Check out our blog post on tips for generating content that resonates with buyer personas.
As businesses prepare to launch a new or enhance an existing content marketing program, it is imperative to keep a keen eye on what differentiates your company from the competition. If three technology firms within 5-miles of one another are all executing dynamic and engaging content marketing programs, repeatedly showcasing your company’s value proposition is key. Let prospective clients know why this differentiator is important and how it would enhance their experience as a client.
With content marketing’s growth projected to continue throughout 2013, how will your business harness this marketing trend to positively impact the bottom line?