Are you ready for the Content Marketing explosion?

by Brian Oliver

As businesses of all sizes continue to find it hard to generate sales leads in the current economic climate, more companies are recognising that integrated content marketing can play a vital role in building relationships with potential customers and moving them through the buying process.

Key content marketing tools include: customer-focused blogs, magazine-style brand microsites, social media content, eNewsletters, digital magazines, videos, infographics, eBooks, and ‘how-to’ eGuides.

A recent survey by the Content Marketing Institute found that some 60 per cent of B2B companies intend to increase their investment in content-led marketing in 2012.

Of course, content marketing has been around for a while. It’s a ‘pull’ mechanism designed to hook potential customers and reel them in. It’s all about engaging with them, and getting them to trust you, by creating and sharing content that is helpful and informative. In other words, promoting your company or brand without actually ‘selling’.

MORE TOOLS FOR SHARING CONTENT

What has dramatically changed the content marketing landscape, though, is the fact that there are now more tools for sharing content than ever before.

This means what used to be regarded as a ‘soft’ tool that took ages to make anything happen has now emerged as a powerful weapon capable of delivering impressive results pretty quickly.

As a result, even global companies like Coca-Cola and Procter & Gamble are now putting a much greater emphasis on developing an integrated content strategy – creating and distributing original content that is relevant, valuable, informative and entertaining … and shareable.

The great appeal of content marketing is that it can be employed just as effectively by small start-ups and SMEs. You don’t need loads of money to spend on ‘old-school’ techniques such as advertising and direct mail in order to attract customers.

INFOGRAPHIC

To illustrate the growing importance of content marketing, BlueGlass Interactive – a leading Internet marketing specialist based in Tampa, Florida – has created an excellent infographic called The Content Marketing Explosion.

TAKE A LOOK …

Created by BlueGlass Interactive

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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