If its not interesting for the average punter, then its probably not smart marketing…. The human brain likes to learn and enjoys a good conversation or debate. B2B digital marketers are quickly coming to the realisation that their customers need to be engaged and ‘interested’ in what is being said otherwise they will move on to the next thing.
But there are many lessons still to be learnt around how the customer will react to a company’s great idea for social engagement, remember MacDonalds recently…. ooops. Content marketing may not be rocket science but it is a potential minefield of well meaning but ill thought out marketing initiative. Remember: Every action is accompanied by a reaction, so be careful out there!
Jeff Bullas says: “More companies and B2B marketers are now recognizing the power of content marketing, and the effect it is having on customer engagement and brand awareness specifically.
The other enabling factor in this mix is social media because having great content is all good but it needs to be made “visible“.
Social media adds leverage and provides the free “distribution technologies” to your content that were not available before, this adds the “X-Factor” and increases visibility and buzz and creates marketing synergy that is hard to stop.”
The Content Marketing Explosion by the Numbers
So what is the current status of content marketing and what are the marketers plans for 2012?
- 90% of B2B marketers are doing some form of content marketing
- 60% of B2B marketers plan to spend more on content marketing in 2012
- The major content marketing tactic is article posting at 79%
- B2B Marketers are investing on average 25% of their budget on content marketing (smaller companies are spending more)
Take a look at how content marketing has become a power source in marketing as a whole, and why it has become one of the fastest growing industries today.
There is of course a sound business reason to invest in online social media activities. If your company is missing the cutting edge of sophisticated social business to engage with your customers, either B2B or B2C, then perhaps you need to use the services of boutique social media recruiters. CNA Executive Search can help you find the talent you need via targeted recruitment engagement techniques. Give us a call on +44 121 702 1481 to find out more or email Gavin Chase, Social Media Headhunter at firstname.lastname@example.org.