Content marketing is on the rise and relevant and timely content needs to be an integral part of your marketing strategy.

90% of marketers are already doing this but not all have realised the extent of content marketing or how to harness it to its full potential.

Though 60% of B2B marketers plan to spend more on content marketing, only 26% of those surveyed are actually doing it. With the rise of startups catering to the easy creation of content, this may create a shift in how marketers approach this area.

In 2011, Google's Panda update attempted to separate the good content from the bad so those creating high quality content are beginning to see improved site rankings. Another reason content will play a greater role in marketing.

This infographic by BlueGlass goes into more detail. It's interesting to see the variety of tactics and what rates highly for B2B marketers. Traditional marketing is further down the list than expected whereas eBooks are on the rise.

Does this reflect what you are doing in your company?

Infographic from BlueGlass Interactive

Heather Taylor

Published 10 February, 2012 by Heather Taylor

Heather Taylor is the Editorial Director for Econsultancy US. You can follow her on Twitter, Google+ or Pinterest.

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Comments (5)


Katie Thomas, Owner at Thomas Consultancy

What businesses fail to do is plan their content topics and strategy - think about buying cycles, relevant topics as well as ideas that are supportive to their service or product - plan for it all and pull a schedule together including all the social and content guises to account for preference of receiving and reading information.
I have been a content advocate across social and search and have blended the two for the past 6 years, it is a shame when clients do not understand the importance of content or see that they are already doing it in some way, shape or form.

over 6 years ago


Sian Barlow, Commercial director at Sticky Content

@Katie. I agree, Katie. Many people think more about the short term and become reactive than planning for the long term. Good content marketing is more than just creating content - it’s taking an editorial approach to marketing. It’s about engaging users with generous information that positions you as an expert, speaks to your audience’s priorities and leaves them wanting to find out more. You can't do this without the planning. We've noticed a recent rise in the number of clients asking us to plan and create for this type of marketing. Our recent blog has some interesting stats about the market

over 6 years ago


James Keady, Digital Marketing Manager at McLaren

Sian/Katie. Agree with comments and especially regarding planning. The reactive nature of content from client side is something that will need to shift to take a more strategic outlook, what messges do we wish to leave with customers, what are the bet channels to do this and what is the "long term" behavioural change we desire. Smaller businesses a better at this because the reduced internal layers increase speed of content, which is a nother critical success factor. I expect to see more content marketing agencies/specialists in 2012.

over 6 years ago


Kevin Reynolds

So, do you start with a good marketer that can write, or good writer that can figure out marketing?

almost 6 years ago


Katie Thomas

It can always be handy to have a good content writer, someone who knows who to research, write and structure good content; however in this new Social Search age, I believe that content is best written by those who are in the business. Who knows the business, its structure and sector better than employees. I also think it should not take them as long to write, as they know everything - all they need is a plan to follow and someone to remind them when to write and what.
Users are also very savvy now and want to read articles, blogs and news that are written in plain English, by human beings who are experts in their field; they no longer like or want corporate speak - social media has created this need.
Having employees therefore write content addresses all these areas.
I think the biggest hurdle companies have to get over is putting their utmost trust in their employees - turning them into advocates and brand ambassadors and enabling them to write content and converse with customers every day on behalf of the brand - this is something I personally think a lot of companies are worried about.

over 5 years ago

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