Content marketing is set to be one of the buzzwords of 2013. But exactly what constitutes content marketing and how to 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]