Content Marketing

Marketo IS CONTENT MARKETING TRADITIONAL .COLUMN/FIVE" ADVERTISING'S NEW RIVAL? Content Marketing is a force to be reckoned with. As companies seek to expand their reach online, budgets for Content Marketing are growing and new tactics and promotion strategies are being explored. Here we dive into the ins-and-outs of Content Marketing. how companies are currently using it, and the budgets that are being allocated to this massive new platform. WHY SHOULD COMPANIES USE CONTENT MARKETING? RISK MITIGATION LEAD GENERATION LEAD NURTURING LEAD SCORING Content marketing develops Content drives traffic as As a lead develops, strong It's based on how a prospect trust by providing the buyer with information that will help them make the right decision. thus reducing organizational and personal risk. well as captures leads content will educate and interacts with the content and through forms. inform, developing a robust lead nurturing program. through nurturing campaigns. HOW ARE COMPANIES USING IT? THE MOST POPULAR CONTENT MARKETING TACTICS USED BY BUSINESSES TODAY SOCIAL MEDIA (EXCLUDING BLOGS) 79% ENEWSLETTERS 61% ARTICLE POSTING IN-PERSON EVENTS CASE STUDIES BLOGS 78% 62% 55% 51% 000 WHITE PAPERS 43% VIDEOS 41% WEBINARS/WEBCASTS PRINT MAGAZINES PRINT NEWSLETTERS PROMOTING CONTENT IN TRADITIONAL MEDIA 31% MICROSITES 42% 42% 30% 25% RESEARCH REPORTS DATA-DRIVEN CONTENT MARKETING 21% PODCASTS 16% EBOOKS 9% DIGITAL MAGAZINES MOBILE VIRTUAL CONFERENCES 23% 15% 11% 11% COMPANIES WITH OVER 1,000 EMPLOYEES USE AN AVERAGE OF 9 CONTENT MARKETING TACTICS. COMPANIES WITH LESS THAN 10 EMPLOYEES SEE AN AVERAGE OF 6 CONTENT MARKETING TACTICS. PERCENTAGE OF MARKETERS You Tube WHO USE THE FOLLOWING OTHER SITES TO DISTRIBUTE THEIR CONTENT 55% 54% 51% 38% 36% PRODUCING ENGAGING CONTENT 21% PRODUCING ENOUGH CONTENT BIGGEST CHALLENGES FACING CONTENT MARKETERS TODAY 20% BUDGET TO PRODUCE CONTENT 11% LACK OF C-LEVEL BUY-IN 9% PRODUCING A VARIETY OF CONTENT 51% OF B2B MARKETERS PLAN TO INCREASE SPEND IN ARE BUDGETS GROWING? CONTENT MARKETING OVER THE NEXT 12 MONTHS. CONTENT MARKETING SPENDING OVER THE NEXT 12 MONTHS IN-HOUSE VS. OUTSOURCE 51% 45% IN-HOUSE ONLY 45% 52% 2% BOTH 12 3% MONTHS N/A OUTSOURCED ONLY B2B MARKETERS ALLOCATE APPROXIMATELY 26% OF THEIR TOTAL MARKETING BUDGETS TO CONTENT MARKETING CONTENT MARKETING While Content Marketing spend is significantly smaller than traditional advertising, it is not to be dismissed as inconsequential. One day Content Marketing may directly rival traditional advertising. SPENDING BY COMPANY SIZE % OF BUDGET CREATION DISTRIBUTION TOTAL AVERAGE 26% $78,600 $301,000 $379,600 1,000+ EMPLOYEES 21% $182,300 $875,000 $1,057,300 100-999 EMPLOYEES 22% $77,200 $258,000 $335,200 10-99 EMPLOYEES 25% $42,400 $100,000 $142,400 FEWER THAN 10 EMPLOYEES 34% $22,700 $34,000 $56,700 SOURCES: WWW.MARKETO.COM AND THE 2010 B2B CONTENT MARKETING REPORT FROM JUNTA42| CONTENT MARKETING INSTITUTE AND MARKETINGPROFS MARKETING ADVERTISING DNISUXA ← 个 →