Content Marketers to Seek Optimization

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Con­tent mar­ket­ing will be one of the big buzz­words in 2013. But what does con­tent mar­ket­ing con­sist of and does it real­ly help enter­pris­es grow sales? blogThe Con­tent Mar­ket­ing Sur­vey report just pub­lished by Busi­ness Bolts does a great job of sum­ma­riz­ing what the trend is all about and how mar­keters can use con­tent to improve their vis­i­bil­i­ty.

The Busi­ness Bolts sur­vey cov­ers the respons­es of 254 par­tic­i­pants so it’s on the small side but the find­ings echo what larg­er stud­ies have revealed. Con­tent mar­ket­ing is wide­spread with 74% of enter­pris­es using the for­mat. Top meth­ods of con­tent being employed to pro­mote a busi­ness range from arti­cles (74%) to blog posts (64%) to social media (49%).

Most sur­vey par­tic­i­pants don’t aim to direct­ly link con­tent mar­ket­ing to increased sales. Instead, they have seen improve­ment in their SEO rank­ings (71%), increased traf­fic (77%) and brand growth (70%) – all fac­tors that will gen­er­ate more rev­enue when leads are prop­er­ly han­dled.

Few­er than half, 45%, of enter­pris­es say that con­tent mar­ket­ing allows them to reduce adver­tis­ing expens­es. For many, con­tent mar­ket­ing is a way to enhance the effect of adver­tis­ing.

Enter­pris­es believe they are get­ting big rewards with a small invest­ment – more than half (62%) spend 5 hours or less a week on this effort.

As the web becomes more crowd­ed with con­tent, mar­keters will be look­ing at how often they post, the length of their posts and where they post in 2013. This will grow more impor­tant over time as 74% of enter­pris­es will increase their con­tent mar­ket­ing this year.

[Source: Parm­ley, Lisa. Con­tent Mar­ket­ing Sur­vey Report 2013. Busi​ness​bolts​.com. Jan­u­ary 2013. Web. 1 Feb. 2013]
Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-own­er of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.