Content marketing has been a phrase bandied around a lot in recent years and it has come to the fore rapidly in the last eight to 12 months, with companies all over the world getting involved in the medium. It may seem like all these businesses are just jumping onto the latest trend and craze to hit the online world, but if you haven’t started marketing your company through the content you distribute on your website and to your customers you could be falling behind the pack.
Recent figures from the Content Marketing Instituteand Direct Marketing Association indicate that almost all business to customer marketers haveadopted the strategy and added it to the armoury of tactics they possess to boost the amountof business they receive.
A study from the organisation found that overall, 94 per cent of UK marketers are using content marketing, while 97 per cent of B2C are making use of the tactic. The adoption of the medium is more common in the UK than it is in North America and Australia, indicating just how forward thinking businesses in this country are and, perhaps more importantly, how far behind your competitors you could be falling if you fail to implement content marketing in the near future.
Rising spending. Not only are more companies getting in on the act, both small and large, the amount of money being spent on content marketing campaigns is rising all the time, as businesses begin to understand just how important it is.
The CMI found that around 27 per cent of all the marketing budgets in the UK are now dedicated to content marketing. While this statistic may seemsmall after discussing how important the medium is, it is worth bearing in mind that 64 per cent of respondents said increasing the money dedicated to this area of the business is a top priority in the next 12 months.
This trend is most prevalent among B2B marketers (72 per cent) than B2C (45 per cent), but this merely reflects the fact that many B2B companies are slightly behind when it comes to marketing this way. Even those marketers that rate their content as theleast effective way of generating leads and actions from website visitors plan to make significant investments in the area in the coming year, with 71 per cent set to boost their content marketing budgets.