This year marks the third straight year that marketers plan to increase spending on content marketing, according to the “2010 Content Marketing Spending Survey.” In fact, 59 percent of marketers plan to increase content marketing this year, with spending for content marketing comprising 33 percent of total marketing budgets.
Here at S2EO, we talk a lot about the value of content and the importance of content marketing -- but what exactly is content marketing, and why is it important?
In the simplest of terms, content marketing is a marketing technique in which businesses use valuable, relevant content to attract new customers, engage their current customers, and build their brand. Content can take a variety of forms, from videos and Web articles to white papers and blogs, but the goal is to provide content that focuses on the customers’ informational needs instead of a company’s products. By identifying a clear target audience, businesses can use content marketing to drive desirable customer actions and to foster more meaningful customer relationships.
Content marketing is important for several reasons. First and foremost, customers are beginning to shut out traditional marketing methods. With a plethora of information at their disposal, customers are becoming increasingly resistant to interruption marketing. They already know what they want, and they have little patience for superfluous advertising messages. Now more than ever, customers want to make their own decisions regarding products and services, and they are looking for content that will aid them in their decision making.
Businesses that utilize content marketing seek to provide their customers with the information and resources that will make them more intelligent and knowledgeable. And businesses that consistently deliver relevant and valuable content to their customers will gain their trust and loyalty in return.
So why does it matter? And how do you use it? Check back for part 2 tomorrow.
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