90% of organisations currently undertake content marketing and on average they spend more than 25% of their budget on this channel.
Furthermore, 80% of marketers believe custom content should be central to marketing work and almost two-thirds (62%) of companies outsource their content marketing.
The traditional lines of demarcation between advertising agencies, public relations firms and now strategic consultancies have been blurring for some time. In many ways, these developments follow the ongoing transformation of the CMO role from one of the grand orchestrator of the organizations’ communications efforts to a more fundamental role as a strategic driver of growth and enterprise value. Many of the traditional agency and PR services have not fully made the adjustments necessary to play in this new strategic arena.
By Bruce Rogers, Forbes Staff
Content marketing has become a growing trend to reach out to potential customers online, supplanting traditional advertising. According to MarketingProfs and the Content Marketing Institute, more than half (55%) of B2C marketers plan to increase their content marketing spending in 2013, on average constituting 28% of their budget. Advertising as a means to draw an audience is still a big spend but reading actual content rather than just clicking on an ad is starting to draw online readers attention.
By Rawn Shah,
It’s easy to spot the really bad web content. After all, it’s usually stuffed with so many keywords and written with such glaring grammatical mistakes that it looks like some kind of Martian language (my apologies to all of the Martians who may be reading this!).
But just because your web content doesn’t look atrocious at first glance doesn’t mean that it’s making the best impression for your business. There are plenty of content writing mistakes that aren’t quite as obvious – but still hold you back.
Are YOU making any of these mistakes?
By Nicole Beckett Continue reading
If you work in the media or advertising business, you’ve probably heard about the rise of “content marketing” and “native advertising.” Recent research by the Content Marketing Institute found over 85 percent of marketers at B2B and B2C brands are engaged in some form of content marketing now. Content marketing ranges from adding timely articles on your blogs to placing sponsored posts on sites such as Buzzfeed. The ultimate goal is for brands to engage digital audiences in an authentic way, just like a publisher would.
By Stefan Deeran
By Anna Qu
Custom content spending on production and distribution rose to 43.9 billion, the second highest amount to be recorded. All forms—print, electronic and other—experienced growth; a 9.2% rise over last year’s 40.2 billion, with print still claiming the lion’s share of dollars spent in content marketing. Of the average overall marketing, advertising and communications budget, 39% of the funds were dedicated to content marketing.
Released just prior to the industry’s largest event in Chicago next week, the “Characteristics Study: A Look at the Volume and Type of Content Marketing in America for 2013,” is the 13th annual industry report by the Custom Content Council and ContentWise, comparing usage of content marketing among different formats from 1999-2012, including print, web, email, video, virtual events, white papers, podcasts and e-Zines.
This video is combines the Part I and Part II videos of the Coca-Cola Content 2020 Initiative (C2020I) videos on Coca-Cola’s emerging content marketing strategy as they transition from one-way messaging via advertising excellence to content marketing excellent that makes their marketing content optimized for audience interaction (customers, partners, employees, enthusiasts, stakeholders, etc.). C2020I is the perfect compliment to Google’s “Zero Moment of Truth” (ZMOT) videos and strategies.