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? The 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. Businessbolts.com. January 2013. Web. 1 Feb. 2013]