Is Content Marketing the Hot New Trend? – Infographic

It was in 2008 that I realised the power of creating and marketing unique content to pull people to your website and blog.

That was one of the primary reasons I started jeffbullas.com.Is Content Marketing the hot new trend infographic

I discovered this when I stumbled upon Hubspot, a company that was one of the early innovators of content marketing. Their marketing was refreshing change to “old school” marketing and was based upon creating attention through attraction with blog articles and free ebooks.

It was  the dawn of “pull marketing”  or “inbound marketing” rather than push strategies such as telemarketing and direct mail.

Fast forward to 2012 and it appears that there is a growing groundswell of  activity and interest in content marketing is racheting up.

This momentum is not only for B2B but B2C is starting to adopt this marketing philosophy and  Coca Cola has created a brand new marketing strategy based upon this emerging trend.

Other companies such as American Express are also embracing this trend.

So Why has Content Marketing become Popular Recently?

More companies and B2B marketers are now recognizing the power of content marketing, and the effect it is having on customer engagement and brand awareness specifically.

The other enabling factor in this mix is social media because having great content is all good but it needs to be made “visible“.

Social media adds leverage and provides the free “distribution technologies” to your content that were not available before, this adds the “X-Factor” and increases visibility and buzz and creates marketing synergy that is hard to stop.

So What makes a Good Content Marketing Strategy?

According to the infographic below, it is quality, shareable content. Content that people actually want to read, engage with and share.

Companies like Coca Cola are becoming early adopters, maximizing their efforts with unique, compelling content development (such as the Content 2020 campaign). BlueGlass Interactive, a leader in the internet marketing space, has recently partnered with Voltier Digital, an innovative digital marketing agency specializing in content marketing and data visualization techniques (ie. infographics).

The Content Marketing Explosion by the Numbers

So what is the current status of content marketing and what are the marketers plans for 2012?

  • 90% of B2B marketers are doing some form of content marketing
  • 60% of B2B marketers plan to spend more on content marketing in 2012
  • The major content marketing tactic is article posting at 79%
  • B2B Marketers are investing on average 25% of their budget on content marketing (smaller companies are spending more)

Take a look at how content marketing has become a power source in marketing as a whole, and why it has become one of the fastest growing industries today.

Content Marketing Explosion

More Reading

Comments

  • http://cashwithatrueconscience.com/rbblog Ryan Biddulph

    Hi Jeff,

    Add value, become valuable.

    Content marketing helps you add value at a quick pace. Churning out blog posts and articles helps you, help others. What better way to display your competency than through creating valuable, usable content on a daily basis?

    I love article marketing. Doing well on some pretty competitive keywords in my niche because I write 2 SEOed out articles each day, aimed at solving problems of people in my gifting market. 

    Thanks for sharing your insight Jeff.

    Ryan

  • http://www.facebook.com/people/Pamela-Lockwood-Schott/668246531 Pamela Lockwood Schott

    I’m glad you brought this up, Jeff. It’s nice to see that Google will be ranking on the quality of content now, as it was a bit dismaying to see content that was keyword stuffed and obviously spun (making it complete gibberish) landing at the top of search.

    I didn’t know that Coca-Cola and AmEx were jumping on, too. It will be interesting to follow and see what they come up with.

    Thanks for the post!

  • http://jeffbullas.com Jeff Bullas

    Thanks for your comment Christelle. Yes it is hitting its straps!

  • http://jeffbullas.com Jeff Bullas

    Yes with Coca Cola and AMEX embracing it, B2C is part of the trend!

  • http://jeffbullas.com Jeff Bullas

    An article could be an ebook, a PDF etc

  • http://www.usemeplz.com/ John Smith

    Hi Jeff! This is very qualitative article, I knew much new info. Contetnt marketing becomes more powerful in our time..

  • http://twitter.com/seanhumby Sean Humby

    I do like infographics! Whether content marketing is a hot new strategy or perhaps a rebranding of what we used to do. There was always an emphasis – certainly in the industries I worked in – getting stories, fact sheets, editorial together to use in brochures, press releases, catalogues, guides and the other raft of printed media. Today the content is marketed in a million more ways, used considerably quicker and with the demand for the “new and novel” greater than ever before the quest is constant. One thing that i have found very beneficial is that by looking back at the “old” stuff there is a huge amount of content – full circle!

    • Andy Murphy

      I think you’ve hit the nail on the head there Sean – Its a rebranding of what we should, as marketing professionals, be doing already – Im surprised at the 10% that aren’t. I recently wrote an article comparing the ‘trend’ of content marketing to The Emperors New Clothes and I stand by that.

      How can the idea of creating interesting things (stories, videos etc) that people want to read/engage with, be new.

      All that being said, if the rise of this trend makes it easier to explain the importance of investing in great quality content to clients then I’m all for it

  • http://twitter.com/carolinebeavon Caroline Beavon

    I think this has also come from
    A rising public awareness and cynicism towards traditional advertising. In addition, there is the wave of technology designed to block it out – ie on demand Tv where you can fast forward the ads, and ad-blockers on browsers. Customers are sharing content and marketers are following their lead. The trick will be to work out what is next.

  • http://twitter.com/carolinebeavon Caroline Beavon

    I think this has also come from
    A rising public awareness and cynicism towards traditional advertising. In addition, there is the wave of technology designed to block it out – ie on demand Tv where you can fast forward the ads, and ad-blockers on browsers. Customers are sharing content and marketers are following their lead. The trick will be to work out what is next.

  • influential

    Great comment Dave – very valuable – I agree completely but haven’t yet put it into action!

  • http://twitter.com/TobyLeads Toby Marshall

    Content marketing is definitely the future of B2B marketing. With increased cynicism toward traditional, “brochure” advertising, it’s time to captivate your target market and bring them to you. Thanks for the fantastic infographic Jeff!

  • Chris Mack

    Content marketing is one of the most effective, long-term strategies for new customer acquisition for almost any business.

    Small businesses typically have a harder time with it than larger, even though it’s actually a great equalizing force for them.

    Part of the problem is simply the education and knowledge required to be effective at it. We’re working hard on solving that problem at Spokal right now – making it time-effective for small business owners to maximize the effectiveness of their limited marketing time. It’s such a HUGE opportunity!