No product was ever more content marketed than content marketing itself. And it worked. Marketers are diving in.
But the ideas that spawned the discipline that created the movement also generated a pile-up of content marketing suppliers, and it’s still growing like topsy.
With supply evolving so rapidly, how are marketers to choose a content marketing partner?
That’s the million-dollar content marketing question.
There are many content marketing tools that B2B marketers can use. The most popular is the blog. In Rebecca Lieb’s book, Content Marketing, she says: “No topic or industry is too arcane for a blog”.
She cites a US-engineering company, Indium, that has no less than 73 different blogs…on soldiering materials. Having that many blogs increased the firm's inbound leads by 600%.
But creating original content and finding time to do it is a business' biggest challenge she says. This is also something that I hear frequently too. But as a recent Hubspot report showed that blogging is something businesses cannot afford to avoid.
Since the launch of our Content Marketing Survey Report, produced in association with Outbrain, the topic has continued to fuel discussion throughout the industry, as brands struggle for the attention of consumers and marketers find it ever more difficult to reach the top of the search engines.
As 2013 begins, we asked a series of marketers for their thoughts on where content marketing is going and what brands and publishers have been doing particularly well.
Their insights are below, along with some video shot by Outbrain at the launch of the Content Marketing Survey Report late last year.
As we've been off for a few weeks I've rounded up some of the best infographics that we've seen from the past fortnight.
The topics include festive insights for retailers, Facebook's mobile advertising performance, content marketing and real-time bidding.
The importance of Content Marketing across business sectors and organizations of all sizes continues to grow year over year.
When we surveyed marketers in October in association with Outbrain we found 90% of respondents believing that it will become more important over the next 12 months.
Here are six content marketing trends to watch in the next 12 months...
Content marketing doesn't have to be ardous and expensive, agile content marketing makes the content marketing challenge look a whole less daunting.
Content marketing is how the modern buyer comes to know you; you may not know it but your customers are becoming increasingly savvy about your industry and your competitors.
This is mainly due to content marketing, your content isn't just the copy that appears on your website, it can be found in a variety of guises i.e., social, blogs or meta titles and descriptions within search results.
As we wave goodbye to 2012 and say hello to 2013, there’s a good chance, you, like many other people, have been working to put together a content marketing strategy for the new year.
No doubt you’ll have the objectives in place, created a well thought out strategy and work plan as long as your arm.
It’s that last element I want to help you with in this blog post, by sharing a clutch of tools and services which will save you time, improve your results and give you the freedom to work on the creative aspects of your campaign.
Every content product promotes itself through previews, and this is most evident in the movie industry.
This weekend Tolkien fans were joined by a legion of trekkies in IMAX cinemas, as record breaking numbers flocked to special screenings of The Hobbit that featured an exclusive preview of the new Star Trek film.
Nine minutes of footage from upcoming sci-fi blockbuster Star Trek: Into Darkness appeared before The Lord of the Rings prequel, using the opportunity to entice a targeted audience of fantasy film fanatics with a taste of the content of a film which won’t be released until May 2013.
The ebook is a content marketer's best friend. Not only does it allow you to become a publisher, where you can have your own editorial agenda, it gives you a platform to become a thought leader in your field.
It has the added benefit of generating in-bound leads on a large scale. For instance, Eloqua attributed a large percentage of its new business to the prospects that downloaded a series of its free ebooks.
Whilst writing and researching our first ebook I came across some excellent examples that I wanted to share with you.
In each ebook there are fantastic content marketing techniques in play: tips, resources, ideas, infographics, visuals, links, case studies, stats, how-to-guides. All easy to use and many inexpensive to implement. Check them out for yourself.
Our research team has been extremely busy this year writing dozens of reports on digital marketing and ecommerce.
Due to the vast amount of content they produce it's possible that some of them may have escaped your attention, so here's a round up of most of our surveys and reports from 2012 including some of the juiciest stats.
The topics include conversion rate optimization, multichannel shopping, content marketing, digital outsourcing, user testing, email and search.
So, here are the stats...