Content marketing is everything these days. Everything that a marketer does is about content. Develop content for thought leadership. Develop content for various channels to reach everyone where they are. It makes sense.
Of course, developing that content isn’t just an exercise to keep people working. It’s about getting people to buy products and services.
According to a study reported by eMarketer that was performed by IMN (a conference organizer), that fact has become much more apparent in recent months. When marketers were polled regarding the primary goals of content marketing they really showed there is pressure to generate leads in today’s marketplace. Take a look for yourself.
OK, if you are a content marketer you better generate leads, huh? But what is most interesting about this though is that even though there was a relatively low percentage of respondents in 2012 saying that revenue generation was their primary goal (9%) there isn’t even any mention of it in this year’s numbers.