The Content Council has released the results of a survey, conducted in conjunction with Advertising Age, which examines the state of content marketing’s past, present and future. The results “paint a positive and exciting picture for the future of content marketing.”
According to the survey, content budgets are growing almost threefold, with 12.6 percent allocated to content marketing two years ago, 23.3 percent currently and an estimated 33.1 percent two years from now. Content spending is primarily focused on development and distribution – 31.5 percent and 23.8 percent respectively. That’s why we have taken the time to examine these two areas in greater detail…
Content Development: Not Just the Job of Content Marketers
Creating great content is no longer the job of marketing teams alone; companies need to involve all employees in social media communication, while at the same time building relationships with partners and customers in order to produce a wide range of content that resonates with target audiences. The best brand stories are often buried in unexpected places. But if there’s no clear way for these stories to surface, they won’t get the visibility and recognition they deserve.
By implementing social selling, companies can bridge the gap between marketing and sales, enabling these two departments to work together and attract prospects through the provision of expert advice and thought-provoking content. By embracing brand storytelling, they can connect directly with customers and showcase personal insights to which other online consumers will relate. And by implementing employee advocacy, they can boost the visibility of new and existing content by leveraging the fact that social media audiences favor user recommendations over online ads.
Content Distribution: Everyone Has a Role to Play
Content marketing is about far more than reach alone; it’s about driving conversations and increasing proximity with target audiences. According to a New York Times Customer Insight Group study, 49 percent of people believe sharing allows them to inform others of products they care about and potentially change opinions or encourage action. So one of the best ways to communicate on social media is to empower those who already know your brand to vouch for your content.
Even when searching for products and services, social media users want to connect with other individuals, and not just with brands. So why not boost contact with target audiences by leveraging the influence of those who have already engaged with your brand? Why not spread company messages through the voice of employee, partner and customer advocates? The work marketers do has never been more important. However, they’re not the only ones who have a role to play in social media communication.