Creative Content Marketing is King

In a world still dominated by the likes of Google and other search engines, and the mercurial rise of social media, the importance and emphasis on content marketing continues to grow for marketers.

Econsultancy’s Content Marketing Survey Report found 90 percent of 1,300 digital marketing professionals believe content marketing will become more important over the next 12 months. Seventy percent of respondents said their companies will increase the amount spent on content marketing this year.

Content Marketing continues to grow in importance due to the increasing amount of time people are spending online. James Keady, Digital Marketing Manager for McLaren Automotive said:

Content is the voice of your brand and it is therefore important to allocate the respect, investment and focus it requires. Creating great content is difficult and delivering great content consistently through established processes is complex. However this is what is required if you want to take your brand from good to great in today’s communication environment.

Nearly three quarters (73%) of digital marketers agree that “brands are becoming publishers”. Since content marketing brings knowledge and skills together to achieve business goals relevant to the whole organization, 64 percent of in-house marketers agree that content marketing ‘is becoming its own discipline’.

However, the majority of brands and agency clients do not have a defined content marketing strategy, with only 38 percent of in-house marketers and 13 percent of agencies having this content strategy in place.

“I find it quite surprising that the vast majority of respondents use content marketing and see it as becoming more important in the next 12 months but only a minority already have a strategy in place for this area, said Thomas Messett, Global Editor in Chief, Social Media at Nokia, in econsultancy. “Maybe that is a sign that the majority of users are simply ‘playing’ in this space or testing the waters.”

Yet the bright side is that 55 percent of in-house respondents and 58 percent of agency respondents said they (or their clients) are working on a content marketing strategy.

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