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.
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.
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?