The world of marketing has been turned upside down. Traditional ‘sales pitch’ style commercials, online banners, magazine ads and mailers, are easily discarded or ignored by today’s savvy consumers. Realizing the climate shift, marketers are turning to content marketing to attract customers. The concept of content marketing is to provide an ongoing stream of valuable and relevant information to a clearly defined target audience. The idea is that, over time, providing consistent and valuable information will be rewarded by consumer purchases and loyalty. It must be working.
Over 50% of B2B marketers plan to spend more on content marketing this year, than last. I came across a research report written by Joe Pulizzi, of Content Marketing Institute that has some interesting information on who is using content marketing, how they’re applying it, and how it’s working. The link is included below. Not surprising to me, the report charts video as one of the more effective methods of delivering great content.
Marketing Trends 2013 for B2B Content Marketing