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Content Marketing 102

October 22, 2011

New Market Entrepreneurs need to be leveraging content marketing as part of their mix.  In this second installment post I share another good piece that comments upon somebody else’s content marketing!  As you probably know by now from your own experience, the combination of social media and the blogosphere has created an echo-chamber where good content gets shared with the click of a mouse.  When it’s shared by somebody you respect and when it seem relevant, you will check it out.  This is why more and more New Market Entrepreneurs are turning to content marketing and/or content curation.

So what exactly is content marketing? It’s the creation and publication of original content — including blog posts, case studies, white papers, videos and photos — for the purpose of generating leads, enhancing a brand’s visibility, and putting the company’s subject matter expertise on display. HiveFire’s researchers found that an impressive 82 percent of B2B marketers now employ content marketing as a strategy in their marketing programs. Coming in at a distant second place is search engine marketing at 70 percent, followed by events at 68 percent, public relations at 64 percent and print/TV/radio advertising at 32 percent.

Seventy-eight percent of respondents said driving sales and leads was the top marketing goal of their organization, followed by boosting brand awareness and establishing or maintaining thought leadership (both at 35 percent). Another 28 percent said their primary goal was to increase web traffic and 24 percent said it was to improve search results.

Part of the popularity of content marketing is its ability to generate qualified leads while engaging prospects in a branded environment without busting the budget. Nearly half of the content marketers interviewed said they dedicate less than a third of their budgets to such marketing expenditures. In addition to frugality, B2B marketers also believe most of their customers and prospects are online, which is why they’re focusing their marketing efforts on the Internet.   Read on for more perspective.

While it would seen from the passage above that content marketing is strictly a B2B endeavor, nothing could be further from reality.  Content marketing is also being used successfully by B2C marketers as well.

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