How’s your content?
Industrial companies (primarily B2B) are continuing to shift their marketing resources by investing more dollars particularly in content marketing, which is the “creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers.” For example, it can include tactics such as: articles, social media, blogs, case studies, white papers, etc.
One area that they addressed was budgets. B2B marketers dedicated about 26 percent of their total budgets to content marketing initiatives last year. In 2012, that number is expected to increase with 60 percent of respondents indicating that they expect an uptick in spending. As more B2B companies are implementing content marketing and seeing its effectiveness, it allows marketers the ability and confidence to invest more dollars in this area.
The other interesting point was that 62 percent of respondents outsourced at least a portion of their content marketing activities to consultants and agencies. Why? I think because it can be challenging for marketers and/or companies to dedicate the time to develop, distribute or maintain fresh content. We’ve seen this for some of our clients. If your company isn’t doing this, it may be something to consider. By having a dedicated team at the agency focused on your business, you can dedicate your efforts to other roles and responsibilities. For our clients, we ensure their target audiences remain engaged with ongoing content and results are reported back to the client to evaluate the ROI.
Looks like 2012 will be another big year for content marketing, make sure you have your plan in place. Good luck!