Brandhacker Infographic Rating (Hackin!, Status Quo, Lame): Hackin!
An analysis of Marketo's digital infographic below shows the power of content marketing in hacking the hold Traditional Advertising has held in developing brand relationships with customers. In their diagram, the number one fuel for social media by companies is: content.
Up until now, content and copy development were focused on websites, articles, newsletters and case studies. Sure corporate blogging has been around, but for the most part the ask for blog posts were pretty minimal. These were activities typically owned and vetted by marketing departments. But now as content becomes the true real-time fodder for brand communications and digital engagement, content generators will 1) have more jobs; 2) have a greater (if not central) say in development of digital strategy.
- The main take-away from the Marketo infographic: Content Marketers will have a much greater (central) role in digital brand strategy moving forward
- Companies are using Twitter and Facebook in similar frequencies and are increasing content marketing budgets by 51% over the next 12 months (you heard me right)
- The whopping budget figure: B2B marketers are spending 25% of their marketing budgets to content. Are you doing the same? Are you hacking the paradigm?
- Challenges facing marketers regarding content marketing include producing 1) engaging content and 2) enough content. This means that the content typically can't always be simple direct response oriented any further; instead the content needs to engaging or e.g. involve the user to interact with it, perhaps without leaving the content (e.g. clicking away to redeem coupon or offers). Tactics here largely (will) include writers developing lists and tips that the user must read through, likely writing them down or printing them out (yes you heard me say it, "printing it out") and taking with them (what branding teams want)