Study shows increased spending, more time and resources for content marketing
The information found in this article should be of interest to everyone. Seriously. Since content marketing is going up, online publishers and marketers engaging in the process can breathe a sigh of relief because they are on the right track with their commitment to content marketing. Everyone else can rejoice over the fact that companies are finally seeing the value in content marketing, and are realizing that shouting their message or simply touting the features of a product are not enough anymore.
Maybe consumers are getting savvier with how they spend their money. I’m sure economic woes have played part in that instance. Consumers have also reached the point of refusing to be manipulated and betrayed by alleged products. I’m sure we all have purchased something we’ve ended up regretting – content marketing helps eliminate that feeling.
News on the content marketing forefront
A recent study from MarketingProfs and Junta42 brought some interesting statistics on content marketing to light. According to a press release about the report, B2B content marketers are allocating about 26% of total marketing budgets for content marketing resources.
Additionally, the release also says that 51% of B2B marketers are going to increase their spending on content marketing initiatives within the next 12 moths.
In a time when businesses are careful how they spend their money, we are seeing the desire to spend on content marketing go up. Why is this?
Reasons content marketing is popular today
Content Marketing is popular today because:
–It gives free educational and entertaining content to audiences.
-It’s more engaging than interrupting forms of advertisements like commercials.
-During times of economic uncertainty, consumers want trusted content sources and desire to know that the product(s) they spend their money on are worth it.
More data on Content Marketing from the B2B Content Marketing: 2010 Benchmarks, Budgets and Trends report
As a supporter of content marketing, I wanted to share some of these stats from the report that these knowledgeable content marketing professionals have compiled.
First, according to the press release, “The most popular tactics [for content marketing] are social media (excluding blogs) (79%), articles (78%), in-person events (62%) and eNewsletters (61%).
Second, content marketing is popular among all industries surveyed. In fact, there was no industry that reported adoption of content marketing under 78%.
This report from MarketingProfs and Junta42 is purely about B2B. How about all of you B2C online publishers out there? You may be wondering what this means to you. In my opinion, this report has a lot of value to you; because it shows how valuable B2B content marketing is, while content marketing in itself may be more effective to B2C audiences.
When dealing with consumers who are extremely interested in a niche topic, it’s much easier to create relationships based on free content and products that align with their interests. Content marketing does that while not involving any obtrusive behavior.
It seems that content marketing is here to stay. Get on board with content marketing before it’s the trend that everyone is engaging in, even your competition. If you have interest in learning more about content marketing, join Don and Kim on their upcoming round of Content Marketing 2010 Seminars. Learn more about these Content marketing 2010 Seminars, including dates, locations and registration information now.