2013 Content Marketing Trends

Research Outline

The following industry research seeks to define the most typical features and peculiarities of online marketing participants.

All marketing companies were selected according to their SERPs, the number of provided services and their use of social utilities.

The participants were all analyzed against 17 major types of content. Each type of content had a certain type of priority.

The following categories had the highest priority type: ”article”, “blog post”, ”case study”, “research and analysis”,” slideshows”, “ webinar” and “white paper”.

Such types of content as “podcasts”,”newsletters” and “microsites” were viewed as low priority. The other content types, which did not fit either of the categories, were considered medium priority.

Another research classification principle was “content category” which included the following subcategories: “breaking headlines”, “industry news”, “ongoing series”, “product/service reports”, etc.

According to its placement, all content was divided into: web site-core content, website -news item, blog, Facebook, Twitter, LinkedIn and Pinterest.

The last classification principle was “post frequency” and had the following periodicity:   3+ times a day, 1-2 times a day, 2-3 times a week, 1-2 times a week, 2-3 times a month and once a month.

Major company content

According to the search results, blog posts, case studies, research and analytics constitute over 98% of content. Judging by the search results, images constitute 86% of content, whereas infographics and PDFs only 6% and 5% respectively.

Most Popular Content Categories: Portals

Diagram 1. Most Popular Content Categories: Portals

Although it’s rather difficult to determine blog periodicity, in the course of the research we arrived at the conclusion that, on average, online marketing companies update their blogs 2-3 times a week.

As for content categories, the most popular of them were industry news and events with ongoing series of “tips” in tow.

Speaking of content placement, it’s important to mention that the bulk of company information, including company services and the list of clients, is posted on the company web-site. The company blog is primarily used for industry-related issues.

Information portal content

Since the main purpose of portals is to give information and help analyze industry changes and events, the largest part of content here is presented by articles, infographics and images. The most popular content categories are tips, guides and events.

Most Popular Content Categories: Portals

Diagram 2. Most Popular Content Categories: Portals

As for content placement, the majority of portals post their information on the blogs and web-sites at a post frequency of 2-3 times a week or 1-2 times a day.

Individual blogs content

As a result of the industry research it became evident that articles, research and analytics, images and E-books are the most popular content types on blogs.

 Most Popular Content Categories: Individual Blogs

Diagram 3. Most Popular Content Categories: Individual Blogs

Most bloggers choose to post their information either on Twitter or LinkedIn at a frequency of 1-2 posts a day.

Source: http://www.imcredo.com/blog/

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Inbound Marketing Methodology

“The best way to turn strangers into customers and promoters of your business.”

Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more.

Major themes:


Content Creation- You create targeted content that answers your customer’s basic questions and needs, and you share that content far and wide.

Lifecycle Marketing- You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions.

Personalization- As you learn more about your leads over time, you can better personalize your messages to their specific needs.

Multi-channel- Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.

Integration- Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time.

Source: http://www.hubspot.com/

Inbound Marketing Methodology

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Where is Content Marketing heading?

Content Marketing

6 Content and Social Media Leaders Speak Out:  Rick Wion, Mark Schaefer, Ann Handley, Doug Kessler, Lou Hoffman, Michael Brito

1. Do you see content marketing becoming more or less central to
 marketing a brand?

Rick Wion, Director of Social Media at McDonald’s: “Content has always been essential for good brand marketing but it is more important than ever because good content will help for stronger bonds with your consumers and in the best cases give them a ready-made and highly sharable way to be brand ambassadors. As an example of how content is becoming so central to branding and marketing, at creative reviews at McDonald’s one of the measuring screens we use is sharability. We ask ourselves, “Is this creative something that that I would share with my friends?”

Mark Schaefer, CEO of Schaefer Marketing Solutions, and author of The Tao of TwitterROI: Return on Influence   and You Were Born to Blog: “I don’t think there is any question content has to play a bigger role in marketing if for no other reason than consumers are spending less time with traditional  forms of media and advertising. People are sick of ads, sick of being sold to. But they will spend time with a good story from somebody who is trying to authentically help them.”

2. What are the main opportunities you see in content?

Ann Handley, Content Director of MarketingProfs, and co-author of Content Rules: “The key opportunity is the ability to communicate directly with your customers by owning the media, versus begging for attention or buying it. The key to success is to not squander that opportunity with terrible corporate-centric content, but instead to solve problems for your customers, or share resources with them.”

3. What are the main challeges or obstacles?

Doug Kessler, Co-Founder and Creative Director of UK-based B2B content marketing agency Velocity Partners: “The biggest challenge is that everybody is now generating lots and lots of content. So it’s harder and harder to make yours stand out and grab an audience. We did a slideshare on this called “Crap: Why the Biggest Threat To Content Marketing Is Content Marketing” and I still think that’s the biggest challenge for us all. (Editors note: Kessler just put out an excellent, related presentation “The Future of Content Marketing: Five Beyonds.”)

Michael Brito, SVP of Social Business Strategy at Edelman Digital and author of Smart Business, Social Business: A Playbook for Social Media in Your Organization”:  “Content marketing can be done in a silo. Any marketing manager can hire an agency to create an ad or a video.  This lack of collaboration is causing brands to create disjointed content and engage in community management without have a solid vision.”

4. What notable brands do you think are doing a good job leveraging content?

Lou Hoffman, CEO of the global Hoffman Agency, which leverages PR, social media and owned media. “I think the brands doing a good job tend to be the ones willing to try new things.  Even though it’s been around for some time, I consider Open Forum from American Express a trend setter. Very savvy to identify a void in the market and target small biz with the platform. They took the concept of corporate publishing to a new level.

I also like what Johnson and Johnson is doing, particularly the sponsorship of a channel on Huffington Post targeting moms. It blends paid, owned and earned media. They’re proving that if you deliver useful content, most people don’t care where it originates.

Source: http://www.brandingmagazine.com/

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5 Surprising Marketing Trends for 2013 (Forbes)

 

Here’s a peek at what we see coming down the road in terms of small business marketing:

 

SMARTER SOCIAL MEDIA

The last few years have been all about every business feeling obligated to create a dynamic presence on every social media platform. Now that we’re getting the idea that the set of hot social media sites is never going to be a static group, that there will always be the hot social media outlet du jour, the idea that we should all feel pressed to utilize and engage on every available front is not only unreasonable, it’s a strategy that could only lead to depressingly disparate engagement. Instead, we believe 2013 will be the year that small businesses become confident and adept enough at social media integration to pick the specific platforms that make the most sense for their business. The reality is not all social media sources are perfectly suited to every industry. This year businesses should decide which platforms are the most worthwhile places to reach their audience, thus hopefully seeing greater returns as a result.

 

SIMPLICITY WILL REIGN SUPREME 

 

Maybe it was “Gangnam Style” that pushed us over the edge of overstimulation, however as we embark upon a new year, the overwhelming feeling among consumers is one of exhaustion. There is a sense that from the hyper-connectivity of our highly-digitized lives to the bright, flashy, complicated sensory input we’re fed everyday, there is no way to continue at this pace. As a result, 2013 is likely to be a year where the most successful marketing strategies will be ones that are not only simple in nature, but promote goods and services that serve to simplify the consumer’s life, or even just their customer experience.

 

CAMPAIGN-BASED MARKETING WILL TAKE A BREAK 

 

As a marketing strategy, campaigns are great…in theory. The problem with focusing on a tactic that involves a set group of marketing activities and processes centered around one theme is that it operates on a company-based timeline. Inherently, this neglects to account for the timeline of the customer, which is, at this point, almost entirely real time. Up until now, companies have been progressively integrating social media and real time customer engagement as a supplement to campaign-based marketing. We think that from here on out, real time marketing, through social media and websites, will be the focus. We are excited to see what inspired strategies come about.

 

MARKETING WILL BE MORE TIED TO REVENUE GENERATION 

 

We were fairly surprised to read a recent study by Fournaise Marketing Group that cited 73% of executives do not believe that marketing significantly ties to creating revenue. This is not great logic; 2013 will be the year everyone catches up. Instead of just measuring lead generation, marketing’s worth to a company will start being weighed against sales growth. This could entirely change marketing’s key performance indicators, which, ideally, will lead to a more effective marketing department altogether.

 

MOBILE WILL GET ITS DUE 

 

Last year, more people purchased smartphones than PCs. Seriously. While it feels like we hear the word “mobile” more than our own names these days, global marketers haven’t entirely caught up; 90% of them have a mobile site, but only 20% include mobile strategies as a fully integrated part of their overall marketing plan. If nothing else on this list comes to fruition, count on “mobile” being a bigger, bolder line item on every major marketer’s strategy this year.

 

Resource: Forbes Magazine. Referred 20.4.2013. http://www.forbes.com/sites/thesba/2013/01/23/5-surprising-marketing-trends-for-2013/

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Content Marketing

Content Marketing

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Marketing Budgets trend in 2013

How marketers are spending their budgets in 2013.

Marketing Budgets trend in 2013

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