Is content marketing part of your marketing strategy? The power of creating compelling content to connect and engage prospect and customers is still something a lot of companies struggle with. Yet blogging on a regular basis remains one of the key methods for lead generation.
Content marketing has been around for decades. In this short four minutes video you can enjoy a Southwest Airlines case study.
In October this year Curata has surveyed…
more than 450 marketing professionals about B2B marketing trends and the changing role of content marketing and the results, while not revolutionary, do present an interesting picture about content marketing and the role it plays in overall marketing strategy.
According to Curata’s Curation Adoption Survey 82% of respondents rank content marketing as the most important objective for their business.
Why is content marketing so crucial?
According to the same survey,
…a majority of marketers indicated that content marketing strategies have been implemented to help drive leads and sales, as well as to establish thought leadership and boost brand awareness. (…)
- For example, 56 percent of respondents identified thought leadership as a more prominent objective of content marketing for organizations.
- Additionally, most marketers still don’t know exactly how to measure content marketing effectively. The survey showed that 43 percent of respondents do not measure the outcome of their content marketing programs.
- However, of those that are, 29 percent of marketers saw up to 25 percent increase in inbound leads due to content marketing.
What are the biggest challenges of content marketing?
The survey continues to point out that the two biggest challenges marketers face today are:
… limited budget and limited staff. If marketers want to get serious about content marketing, they will need to invest in an effective infrastructure that can support their efforts. As well, to help them build a solid argument for the added support, they’ll need to figure out how to effectively measure content marketing’s success.
The survey noted that in the meantime, marketers are employing content curation tools and best practices to help streamline the process for busy marketers. Content curation is helping B2B marketers drive their content marketing strategy.
Content marketing has a top priority within the portfolio of existing marketing strategies and should be considered as such.
At Strength In Business we focus on current marketing topics, powerful strategies and methods that make the news. The economic environment keeps changing at a fast pace and there’s need to adapt your marketing strategies to the new customer requirements and needs. Traditional marketing methods that work should be valued and applied, new strategies should be tested and if the results match the company’s objectives than they should definitely be introduced.
What is your content marketing strategy? Do you use the curation strategy?