Social media has given companies a life-like presence online and content marketing serves as the businesses voice to consumers. As digital business strategies have vastly changed, companies are becoming more aware of their need of finding this voice to speak to their consumers too. Content marketing has come a long way over the past few years but seems to be proving itself vital to online business in 2013.
In the article Content Marketing in 2013: What the Experts Think, author Andrew Warren-Payne notes many marketers’ thoughts of content marketing. When asked why it has reached its tipping point this year, Doug Kessler, Creative Director and Co-Founder of Velocity Partners, said, “It’s tipping because it works. Content is the engine of search, social, outbound and web marketing. It’s also the fuel for lead nurturing. It took awhile for people to see how and why content is so powerful but it’s on every marketer’s radar now.”
Now that content marketing is established as a necessity, businesses are faced with these 3 questions:
1. Where to get content?
- As the need for content has grown, so have the opportunities for businesses to find their voice. In the article 10 Ways Brands Will Win With Content Marketing in 2013, author Shafqat Islam agrees that both big and small companies are changing their content strategies. “Having an intern write three measly blog posts a week isn’t going to cut it. Even a network of freelancers isn’t enough,” Islam says. These apparent signs have lead businesses to search for teams to maintain the flow of content.
2. What content should be marketed?
- Content should be valuable, relevant and attractive to readers. It is important to create content that can help current consumers and nurture leads by generating interest in new possible customers. “If you’re going to be creating and pushing out content,” Islam says, “it needs to reach all target markets, from international to hyperlocal.” Being able to reach multiple markets through content can be difficult, but it can be made easier by knowledgeable and experienced content marketers.
3. Where should we market the content?
- There are many social media outlets that can be used to engage consumers with content, but to decide which to use accurately takes marketing strategy. The most important aspects to remember are the purpose and audience when choosing the correct outlet. James Keady, Digital Marketing Manager of McLaren Automotive, says, “Content marketing is reaching a point where having a digital presence is no longer good enough to achieve cut through, you need a value add proposition and this is best done through a strong content strategy that reaches your audience on the right platforms at the right time in an engaging way.”
Now that content marketing has reached this undeniable peak, many businesses are beginning to notice and it is becoming clear that these voices are being heard.