“If you’re not Content Marketing, you’re not Marketing” – Content Marketing Institute


“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.”

Source: http://contentmarketinginstitute.com/what-is-content-marketing/

Lee Odden provides some great information in his blog here: http://www.toprankblog.com/2012/11/100-b2b-content-marketing-statistics-for-2013/

Where he writes about:

100+ B2B Content Marketing Statistics for 2013

It is really worth reading.

I found these statistics to be the most interesting:

• 87% of B2B content marketers us social media (other than blogs)
• 83% of B2B content marketers use articles on their website
• 78% of B2B content marketers use eNewsletters
• 77% of B2B content marketers use blogs

• 87% of B2B marketers use social media to distribute content, up from 74% in 2011
• B2B marketers use an average of 5 social media sites to distribute content
• 83% of B2B marketers use LinkedIn to distribute content
• 80% of B2B marketers use Twitter to distribute content

• 79% of B2B marketers use content marketing to achieve brand awareness goals
• 74% of B2B marketers use content marketing to achieve customer acquisition goals
• 71% of B2B marketers use content marketing to achieve lead generation goals
• 64% of B2B marketers use content marketing to achieve customer retention and loyalty goals
• 64% of B2B marketers use content marketing to achieve thought leadership goals
• 63% of B2B marketers use content marketing to achieve engagement goals
• 60% of B2B marketers use content marketing to achieve website traffic goals
• 45% of B2B marketers use content marketing to achieve lead nurturing goals
• 43% of B2B marketers use content marketing to achieve sales goals

• 54% of B2B marketers will increase their spend on content marketing over the next 12 months
• 34% of B2B marketers spend on content marketing over the next 12 months will remain the same

• 56% of B2B marketers create content in-house exclusively, an increase of 18% over 2011
• 1% of B2B marketers outsource all content creation and 43% use a combination of in-house and outsourced content creation
• 65% of large companies outsource content creation and 44% overall outsource B2B content creation

Content Marketing

In the words of the Content Marketing Institute “If you’re not Content Marketing, you’re not Marketing” – but the most important sentence I read was “Marketing is impossible without Great Content.”

They go on to say:

“Go back and read the content marketing definition (see above) one more time, but this time remove the relevant and valuable. That’s the difference between content marketing and the other informational garbage you get from companies trying to sell you “stuff.” Companies send us information all the time – it’s just that most of the time it’s not very relevant or valuable (can you say spam?). That’s what makes content marketing so intriguing in today’s environment of thousands of marketing messages per person per day. Good content marketing makes a person stop… read… think… behave… differently.

According to the Roper Public Affairs, 80% of business decision makers prefer to get company information in a series of articles versus an advertisement. 70% say content marketing makes them feel closer to the sponsoring company, while 60% say that company content helps them make better product decisions. Think of this – what if your customer looked forward to receiving your marketing? What if when they received it, via print, email, website, they spent 15, 30, 45 minutes with it?

Yes, you really can create marketing that is anticipated and truly makes a connection! You can develop and execute “sales” messages that are needed, even requested, by your customers. Content marketing is a far cry from the interruption marketing we are bombarded with every minute of every day. Now that is marketing for the present and the future.”

I see this as a problem, “65% of large companies outsource content creation and 44% overall outsource B2B content creation.”

Who is doing the content creation in the organisations that have been chosen to create the content?

In a recent blog I wrote:

Many agencies are engaged to run social media campaigns because they understand the medium, rather than because they understand the business. But this means that content generation is left to someone who does not have the capacity or the knowledge to produce it, let alone to interact with client or potential clients. The result is often a string of commercial messages, leading to follower fatigue.

That blog is here: https://melbrookssa.wordpress.com/2013/05/13/social-media-content-is-king/

Based on what I have seen on Social Media platforms the importance of the production of content is not yet being recognised as being important by businesses.

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