Has content marketing reached a tipping point? by Andy Carter
Content marketing has been growing in popularity in recent years. The next 12 months could be a tipping point, with more and more businesses getting onvolved in the medium.
Content marketing is all about high-quality content delivered regularly to readers. This will see the popularity of the site increase and help you realise your aims
Content marketing has long been talked about as the next big thing in terms of business marketing, but it has taken some time for many firms to jump on the bandwagon.
But, it seems 2013 could be something of a “tipping point” for the medium, with more and more businesses looking to get involved.
Ashley Friedlein, the chief executive of Econsultancy, certainly thinks so, as he named content marketing as a key digital trend for the coming 12 months, with brands now understanding that high-quality content will underpin the success of SEO, email marketing and social media campaigns.
It seems Mr Friedlein isn’t the only one who thinks 2013 could be a tipping point for content marketing, as some very high profile professionals have been championing the medium.
James Keady, digital marketing manager at McLaren Automotive, told Econsultancy: “Content marketing is reaching a point where having a digital presence is no longer good enough to achieve cut through; you need a value add proposition.”
A recent Content Marketing in the UK survey showed that as many as 78 per cent of businesses are investing in content marketing currently, with around a third of these companies turning to an external provider for some or all of their content.
Think quality not quantity
While it’s tempting to fill your website and social media profiles with a host of new content, this is often not the best tactic. You need to ensure that everything you add to your site is high-quality.
It is also vital to make your content as unique as possible. Google penalises poor material and things that look like they have been copied from elsewhere. Therefore, spending some time and effort on your online content, or outsourcing it to an expert is absolutely key if you want to achieve the results you are seeking.
Whatever type of content marketing you choose for your business, it is important that it stands out and is both engaging and informative.