26 Sep Infographic: Content Marketing Revolution
Content marketing is growing in importance online. Search engine algorithms have evolved to recognise great content and provide it to consumers, who themselves have come to expect nothing less.
Content marketing costs 62% less than traditional marketing, and generates 3 times as many leads, according to Demand Metric. This high level of return has led many businesses to regard competence in this area as a priority.
TAMBA’s latest infographic details exactly where content marketing currently sits within the industry and highlights how integral the practice is becoming.
In early 2014, CMI reported that 44% of marketers have a documented content strategy. This has evolved over the last year and a half to the point where 64% of companies undertaking documenting practices now have a dedicated budget ring-fenced. This is a prime example of the pervasive evolution of content marketing, which is currently at a tipping point of becoming a mainstay in many marketing strategies.
The ways in which marketers are crafting and sharing content is also evolving. Between 2012 and 2014, CMI cited that marketers went from using 8 key tactics to a set of 12 established techniques. Further examples of the evolution of content marketing are detailed in TAMBA’s infographic, which further shines a light on why companies are undertaking these changes.
One of the companies detailed is Coca-Cola, who are proving that content truly is a corner stone of their marketing strategy. The drinks manufacturer currently spends more money creating content than they do on television advertising, as revealed by the Columbia Journalism Review.
The value of producing fantastic, consistent and engaging content is being recognised at all levels. Introducing your brand values and establishing your brand’s message is so much more effective when the medium you use to do so is engaging for the consumer. Coca-Cola clearly recognises that this is a truly global phenomenon and has adjusted its strategy to cater for that realisation.
Content marketing is aimed at producing a positive effect for both consumers and businesses. Demand Metric found that 82% of consumers feel more positive about a company after reading custom content. In the same study, 90% of those polled found those same pieces of content useful in their everyday lives.
Source from Kay Hammond (email@example.com)
CEO at TAMBA | Social Media Marketing | Digital Strategy | Marketing | Advertising