Posted October 1, 2013 6:13 am by with 6 comments

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Maybe we should modify the clarion call of the Internet marketing space from “Content is king!” to “Content marketing is king!”?

Content marketing has a broad definition and it is likely that no two marketers would have the exact same definition if asked what the term means to them and their marketing efforts.

But no matter how it is defined, content marketing is being used more and more. A recent study from Unisphere Research and reported by eMarketer shows that just the budget that is allocated to content marketing alone is enough evidence to show that content marketing is no longer just a buzz word.

Content Marketing Budget

With 41% of the respondents saying that somewhere between 10 to 50% of budget is being allocated to content marketing that should make many stand up and take notice.

What is possibly even more interesting is where content marketing is executed for companies. Take a look at these results.

Channels for Content Marketing

What I find interesting is that so many marketers point to the company website as an important channel for content marketing. I find that hard to believe. The website itself, for the vast majority of companies, is still relatively static as compared to other content outlets. Updating a website is actually more difficult unless there is a mechanism, like a blog, built in the website that allows for natural creation of content.

Of course, one element of content marketing is social media and that is gaining momentum still. Not noted in these charts though is the finding that most respondents are using the same content across all channels. This is the one major vulnerability of the current state of content marketing. Once content consumers see that the same information is shared everywhere they could see that content producer as being lazy.

We are at the point where people want to be entertained in some new fashion every step of the way. This reality is creating even more pressure for content marketers to up their game and develop more unique content for each channel.

How are your content marketing efforts stacking up? Are you able to give a unique experience across several channels for your content consumers?

  • I think a lot of marketers still see the company website as central because it’s the most visible hub of content. If a company’s website is static, that’s a problem—you can have built-in sections on your website to tease breaking news, downloadable materials like white papers, and your newest and most popular blog posts. Then when you have something big to share, all the social media posts can lead the user back to your website for more information—although, as you say, each social media outlet also needs to have some of its own unique content.

    • nectafy

      Totally agree, Justin. If you have a hard-to-update website, that’s a real problem if your company is serious about content marketing.

    • Ted Hart Karczewski

      I think a lot of marketers understand their websites must host a variety of entertaining and educational content, but measuring the effectiveness of that collateral becomes increasingly difficult as strategies advance. Have you both taken a full look at the Unisphere Research report? It dives deep into the challenges brands face when scaling their content efforts, and where social media comes into play when amplifying their core messages. Here’s the link:

  • Julie_Schwartz

    This shouldn’t be surprising. The website is an important channel for content marketers because the website is among the first and most credible sources of information buyers use at the beginning of the buying process. So taking a close look at what potential buyers will find on your website is extremely important! What do they want to see? Case studies. Research reports. Thought leadership. And even offering descriptions. Source: ITSMA’s 2012 How Buyers Consume Information Study. base: 299 senior executives from large enterprises

  • Dr. Angela Hausman

    Nice, guys. But don’t forget, the aim of all this content creation/ curation is conversion. Content marketing is a means to an end, not an end all by itself. Hence, content must both bring traffic to somewhere it can possibly convert and build a community willing to share — which brings more traffic that might convert.

    That said, content that’s promotional WILL fail. Content must provide value to your target audience.

    Just my $.02


  • sayakipli

    Content marketing has a broad definition and it is likely that no two
    marketers would have the exact same definition if asked what the term
    means to them and their marketing efforts.