Content marketing increasingly utilized as ‘point of entry’ with insightful, original data favored

Content marketing increasingly utilized as 'point of entry' with insightful, original data favored. Content Marketing Strategy Content may be the driver for marketing efforts, but the type of content created makes all the difference. The majority of content marketers surveyed (85%) say paid content distribution tactics, including social media, pay-per-click (PPC), and native ads, are more effective than organic efforts. “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action," noted Robert Rose, chief strategy officer at the Content Marketing Institute. "This means that content marketing aims to develop a relationship with your audience, using content as a point of entry." "In order to get eyeballs on content for the foreseeable future, businesses will have to pay for it," said Chad Pollitt, vice president of audience at Relevance, a content marketing agency. Content marketers identified the most important components for documenting their content strategy: brand story, a mission statement that outlines their goals, and the types of content they plan to create. The strategic nature of content marketing makes understanding audience personas and identifying goals and objectives important. Having a clear goal for each piece of content makes it easier to determine return on investment (ROI), according to Quinn Whissen, marketing director at Vertical Measures, a content marketing agency. 72% represent companies with more than 500 employees, with 34% working for B2Bs and 66% for B2Cs.

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Content Marketing Strategy

Content may be the driver for marketing efforts, but the type of content created makes all the difference.

Content marketers surveyed by Clutch, a ratings and reviews platform for business services, say research and original data (18%), infographics (17%), and product reviews (16%) are more likely to help them achieve their goals than blog posts, videos, or white papers.

Once content is developed, how it’s promoted and distributed can make or break its impact. The majority of content marketers surveyed (85%) say paid content distribution tactics, including social media, pay-per-click (PPC), and native ads, are more effective than organic efforts.

“Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action,” noted Robert Rose, chief strategy officer at the Content Marketing Institute. “This means that content marketing aims to develop a relationship with your audience, using content as a point of entry.”

As social networks follow Facebook’s example and begin to decrease organic visibility for brands, investing in content distribution is more important than ever, say industry experts.

“In order to get eyeballs on content for the foreseeable future, businesses will have to pay for it,” said Chad Pollitt, vice president of audience at Relevance, a content marketing agency.

It looks like content marketers are already heeding…

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