Marketers Increasing Their Focus on Content

by | 2 minute read

Con­tent mar­ket­ing is set to be one of the buzz­words of 2013. But exact­ly what con­sti­tutes con­tent mar­ket­ing and how Blogsto mea­sure its impact has many indus­try pros scratch­ing their heads.  Before mar­keters begin to devel­op their con­tent cam­paigns, they’ll want to con­sid­er the basics.

Sev­er­al recent stud­ies, includ­ing one car­ried about by AdAge, show that mar­keters are allo­cat­ing more mon­ey to con­tent cre­ation. In some cas­es, as much as 12% of mar­ket­ing funds are being direct­ed to con­tent.  But an AdAge arti­cle explains that only 8% of sur­veyed mar­keters are very sat­is­fied with what the con­tent cam­paigns are yield­ing.

The two key prob­lems regard­ing con­tent are cre­ation and dis­tri­b­u­tion. Mar­keters need a strat­e­gy to han­dle the expense of both of these com­po­nents and a way to mea­sure out­comes.

Most mar­keters only  hire out 30% of con­tent devel­op­ment and rely on exist­ing staff to do the rest. In some cas­es, mar­keters are treat­ing con­tent devel­op­ment as pro­fes­sion­al jour­nal­ism. They focus on cre­at­ing mate­r­i­al to sup­port a spe­cif­ic theme and adhere to reg­u­lar release sched­ules. Part of this process involves find­ing the right amount of con­tent to release. Tar­get audi­ences only have so much time to read copy and watch videos.

For now, mar­keters also say they are rely­ing on earned and owned media for dis­tri­b­u­tion. But in oth­er cas­es, mar­keters use paid media to get their con­tent in front of con­sumers.

The most com­mon types of con­tent mar­ket­ing being done include:

  • Exist­ing social net­works 80%
  • Print media 77%
  • Blogs/digital arti­cles 52%
  • Video 49%
  • Live events 43%

As mar­keters learn how to con­nect with their tar­get audi­ence, they’ll also deter­mine where to release the con­tent. At that point, they can begin to mea­sure the content’s impact.

[Source: Zmu­da, Natal­ie. Solv­ing the Con­tent Cre­ation Conun­drum. Adage​.com. 14 Jan. 2013. Web. 23 Jan. 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.