The State of Content Marketing 2013 [INFOGRAPHIC]
The term "content is king" has been around for a long time now, but it hasn't been until the last few years that content marketing has gained serious credibility and clout in the marketing world. Exceptional content creation is no longer an option for brands looking to grow, it is a requirement. If brands don't find value that they can bring to their audience outside of the intrinsic benefit that the audience pays for, they will not be able to sustain growth.
One caveat that I want to be clear about regarding content marketing, is that it CAN actually include mega-enteratining video ads. This is content marketing as well. It is bringing value to an audience by entertaining. The key to this though, is that the entertainment is linked intrinsically to the brand value proposition. To explain furter what content marketing is NOT when it comes to video: if people would never want to share the TV ad or tell their friends about it, it isn't content marketing. With media costs as high as they are, brands that produce TV ads that are not good enough to talk about and share, are a massive waste of money. Period.
The folks at wishpond have put together a great collection of stats regarding the adoption of content marketing in their new infographic. As usual when I review infographics, here are my top three takeaways.
78% of CMOs think custom content is the future of content
Custom content marketing is no longer the perspective of a select few fringe marketers, rather it is the opinion of the majority. As a result, we are going to see more content flood the market, which will also demand that brands get more creative and focused about the content that they create in order to differentiate versus the rest of the market.
B2B companies that blog generate 67% more leads per month
The only thing I'm going to say to B2B companies is... if you're not blogging, why not?
62% of companies outsource their content marketing
The companies that will win over the next several years will be the ones that learn to balance content marketing efforts both internally and externally. Content marketing must be a partnered effort as no (or very few) companies have all of the competencies required for effective content marketing in-house and no (or very few) agencies have all the competencies required to provide complete content marketing for companies. I predict that content marketing will be less about the creation of content itself rather the ability to create a sustainable system of creating value in the long term. Don't get me wrong, there must still be a big idea and insight at the centre, but creating new big ideas constantly will not be sustainable for organizations.
Without any further ado, here are some top stats for content marketing in 2013 courtesty of wishpond.