Content marketing has come a long way, baby. In the past, content was considered a fringe benefit, a little something extra, even the sprinkle on top of the marketing cake. But the times they are a changin’.
In fact, according to a recent study, 60% of B2B marketers plan to increase spending on content marketing in the next year. As marketers continue to recognize the value of content marketing, more and more emphasis is being placed on quality and frequency of fresh content.
The B2B marketer of 2012 understands the significance of content marketing, guiding her business in a direction of practical, recurring, and high-level content. Rebecca Lieb provides useful information for further understanding the importance of content marketing. Viewing yourself as a true publisher in terms of content marketing will broaden your outlook on content initiatives, strategies, and overarching objectives.
Top executives, CEOs, and the like commonly view content as a supplementary facet of their general marketing plan. Using a mapping process for content marketing, much like the sales process, will provide a framework for recognizing marketing goals using content and achieving them. A step-by-step template streamlines this process by illustrating the proposed tactics, thus distinguishing gaps in content as well as methods to augment current content.
Heading into the New Year, premium content paves the road to marketing riches. A forward-thinking company will develop marketing strategy with fat, deep content at the heart of its investment.