What to Know Before Creating a Content Marketing Strategy
This post is based on our white paper “Outside-The-Box Content Marketing for PR.”
A week into 2014, Mark Schaefer published a blog post that questioned whether content marketing – which he termed “the hottest marketing trend around” – was a sustainable strategy for businesses.
He coined “content shock” and argued that though more and more businesses give away more and more content, people have only finite time to consume it.
Is this the end of content marketing? Hardly. It means brands will have to invest in content creation.
To better reach your audience and further your goals these days, you should experiment with a wide range media, platforms, topics and other storytelling devices.
The most successful B2B and B2C communicators of today have adopted these new ideas with open arms, quickly adopting new tactics. A recent study by the Content Marketing Institute and MarketingProfs shows:
- Seventy percent of B2B marketers create more content now than they did one year ago.
- Content marketing’s top four tactics include social media, e-newsletters, articles on owned websites and blogs.
- B2B marketers find “creating engaging content” their most persistent challenge. “Producing content consistently” and “measuring content effectiveness” rank as the second and third most daunting challenges, respectively.
- Nearly seven in 10 B2C marketers create more content now than a year ago.
- Blog usage dropped from 72 percent to 67 percent in the past year. Use of branded content tools increased, from 37 percent to 47 percent.
- “Better converting visitors on website” (65 percent); “creating more engaging content” (62 percent); and “becoming better storytellers” (61 percent) rank as brands’ top three content goals.
These stats show that content marketing has staying power, but to remain successful, communicators need to evolve to meet their audience’s changing demands and expectations.