Content Marketing is King: Are You in the 82?

    MINNETONKA, MN, February 01, 2012 /24-7PressRelease/ -- Traditional B2B marketing is now being replaced by a more preferred tool for today's marketers: Content Marketing. 82% of B2B marketers are now using content marketing as a strategy in their marketing programs, according to HiveFire, Inc., an online marketing technology company who surveyed nearly 400 marketing professionals about the state of the B2B market. These results indicate that marketing professionals are placing more value on content marketing as a key tactic in their overall promotional strategy--far surpassing search engine marketing, public relations and even print, television and radio advertising for category growth.

What exactly is Content Marketing? Content marketing is the creation and publication of original content--including articles, blog posts, case studies, white papers, videos and photos--used to not only generate leads but also to enhance a brand's visibility by displaying a company's expertise and establishing "thought leadership."

Drive More Leads

In addition to showcasing a company's capabilities, content marketing can generate qualified leads while engaging prospects in a branded environment--with 78% of respondents saying driving sales and leads is a top marketing goal. According to the survey, marketers currently dedicate up to a third of their budgets to content marketing and, since B2B marketers believe the majority of their customers and prospects are online, 79% of marketers are sharing most of their content online.

Can't Find the Time?

Alternative marketing strategies are also gaining popularity, including aggregating content from the industry at large, also known as "content curation." This process includes finding, organizing and sharing online content within a network and identifying your organization's "thought leadership." While great in theory, content curation does have its barriers, with nearly 70% of survey respondents saying they lack the time and 66% saying they lack quality, original content. Additional problems cited include lack of staff to complete the work, measuring results, organizing content and finding ways to share content with customers.

Find the Right Partner

Content marketing is here to stay, and should be a top priority in your organization. If you are experiencing any of the issues presented above, including generating enough quality content or finding the time and resources to do it, a strategic partner dedicated to these tasks can do the hard work for you. With an integrated approach to content generation that engages prospects and customers, a strategic partner ensures the right content is being distributed through the appropriate channels--demonstrating your company's authority and leadership.

Let us show you how content marketing can easily become an integral part of your marketing program. To comment, or for a free consultation, contact Dennis Gallaher, president, at 952-934-8220 or email him at [email protected].

Next Communications is a full service marketing communications firm specializing in print, online and search marketing. For further information, contact Dennis Gallaher at 952-934-8220 or [email protected] or www.nextcom.com.

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