One of the buzziest terms of 2011—and continuing into 2012—was Content Marketing, which is essentially the act of generating content for your audience to consume in order to get their attention. By providing something of value, a brand or business can earn its audiences’ loyalty, engagement, and—the holy grail—business.
This infographic from Blue Glass Interactive, illustrating data from a 2001 study by the Content Marketing Institute, has been floating all over the nets today, but it’s simply too good to ignore.
Some points worth noting:
- 90% of B2B marketers are already producing some form of content marketing (whether they realize it or not)
- 60% of B2B marketers plan to spend more on content marketing in the next year
- Web traffic is the most widely used metric for measuring content marketing success
- Brand awareness is the most common goal of content marketing, followed closely by customer acquisition, lead generation, and customer retention/loyalty.
Brands are clearly seeing the value in engaging their audiences by providing something of authentic value.
Case in point, this blog. Thanks for reading!
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