Content marketing is one of the biggest success stories in the media industry. Second only to internet advertising in accelerated growth, its size, scope and adaptability are incredibly impressive. Each and every day, thousands of pieces of content are commissioned, edited, published, all professionally planned and measured to give their client brands a powerful and effective way to reach their customers, gaining fantastic levels of loyalty and sales along the way.
The Custom Content Council reported that businesses spent over $118 billion on content marketing in 2013, up 195% from three years ago. Content marketing is competing today with traditional advertising and is quickly becoming more and more popular.
Content Marketing vs. Traditional Marketing
Traditional advertising typically catches the consumers’ attention when they are engaged in other media. Content marketing draws an audiences’ attention because it is something they seek out. It puts the consumer first by giving them brand-relevant information meant to help or improve their life. More traditional advertising focuses on the brand by promoting the organizations’ products or services. Content marketing distributes its content differently than traditional TV ads or print media. Content marketing uses channels such as company blogs, custom magazines, newsletters and social networks to get their content marketing distributed.
Why Should Companies Use Content Marketing?
You can tell an in-depth story to a targeted audience using content marketing. The audience can spend time with the custom content, while taking in the valuable information it delivers. You can form a deep connection with consumers using content marketing because you can tailor it to run in stages of your company’s sales cycle. This keeps the relationship between consumer and business on-going.
How are Companies Using Content Marketing?
A great infographic done by Marketo shows how content marketing is competing with traditional advertising. By percentages, some of the most popular uses of content marketing are non-blogging social media (79%), article posting (78%), in-person events (62%), e-newsletters (61%), case studies (55%), blogs (51%), white papers (43%) and webinars/webcasts (42%).
Content Marketing Ad Budgets
Businesses using content marketing will see a 51% increase in spending over the next year, while 45% will maintain their current level of spending. Only 2% plan to lessen their content marketing spending.
Below is Marketo’s infographic to give you the full visual effect. It encompasses a variety of statistics and other information on how content marketing is being used:
Content marketing is definitely competing with traditional advertising these days. However it doesn’t mean that traditional marketing is going away. The ideal strategy is to have content marketing and traditional marketing work together harmoniously to tell the same story.
If you found this information helpful, be sure to check out our post “Content Marketing: How to Make Sure People Actually View Your Content”. The Organik SEO team is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!