The Content Marketing Report 2013 shows that 82% of organisations are planning on increasing their content production over the next 12 months, whilst Content Marketing is becoming one of the biggest buzz words today. But what does it all really mean for businesses and how can Charles Dickens help today’s marketers tap into an escalating demand?
Put simply, Content Marketing is the art of using really good information to promote brands, products and services. Yet beneath this neat wrapper it is not so simple…
Content Marketing is truly disruptive, flying in the face of conventional smash ‘n’ grab advertising and demanding different skillsets and longer term nurturing techniques to prove successful. And the challenge is growing, because as escalating volumes of content floods online, it is becoming ever more difficult to produce premium quality content that that stands out in a saturated space. Today, truly engaging an audience requires creative storytelling, journalistic fact checking, all coupled the promotional wiles employed by most marketers.
Article Marketing Experts, 4/26/11
Do you want to be known as a “thought leader” in your industry?
Of course you do!
A thought leader is essentially a trusted resource. And, in an information economy, a trusted resource is extremely valuable. It doesn’t matter what industry you’re in – whether you have a Fortune 1000 company or a bakery in a small town – thought leadership will propel your business in ways that you could never imagine. For example, here are three benefits of becoming a “thought leader”…
Why You Want to Become a Thought Leader…
As the importance of content appears to be a focus within the digital space, it is evident marketers are beginning to see the value it can provide. According to a recent HiveFire Survey cited in eMarketer, content creation is a focus for many marketers in an effort to: establish thought leadership, elevate brands variability and buzz, increase lead generation, and boost SEO. While it is beneficial to create content, it is also necessary to create something uniquely valuable and compelling for consumers.
These days, “content strategy” usually means the creation or gathering of it – with the right end goal in mind (thought leadership and SEO), but frequently overlooks the consumer. The absence of a consumer content-focused strategy can often result in an overload of irrelevant content, choice avoidance, and layers of confusion for consumers.
But content creation can be time- and labor-intensive
Creating, finding and sharing compelling content can prove to consumers that a company knows its territory, is a thought leader in its industry and wants to help customers keep up-to-date on important developments. Marketers are placing an ever-greater emphasis on content marketing’s ability to add value for targets and prospects.
According to February 2011 research from content curation firm HiveFire, nearly half of US marketing professionals surveyed are now curating content as part of their strategy, and another 42% are familiar with the practice but not participating. Even among that group, 85% had done at least some content curation, for example by sending an article or other content to a prospect, but were not aware of it.
The main objectives of content curation, according to the survey, were establishing thought leadership and improving brand buzz.