Richard Brennan

Content marketing: Latest fad or the way forward?

by Richard Brennan on September 13, 2013

Content Marketing

Ever-increasing emphasis is being placed on the discipline that is content marketing, a move that has been further compounded with rising investment in this particular area of expertise. As a result, content marketing is clearly at the top of the current trends list.


According to a raft of statistics recently revealed about content marketing, a staggering 71 per cent of B2B marketers use it for lead generation. And the majority of B2B marketers recently surveyed, cited customer testimonials and case studies as being the most effective content marketing methods (89 per cent and 88 per cent respectively).

Of the 815 respondents, 93 per cent also interestingly revealed that they do take the time to create their content ‘from scratch’, further demonstrating the importance they place on effectively executing this tactic. Only five per cent admitting to having no metrics in place at all to determine the effectiveness of their content marketing. This clearly demonstrates that today’s marketers are more switched on to the benefits of this discipline and harnessing its power to deliver successful results.

So, what is content marketing?

According to the Content Marketing Institute, it is: “…a marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.”

Fad or the way forward?

However, if 2012 was the year of ‘mobile’ is 2013, simply the year for ‘content marketing’? Is it purely a fad or is it here to stay, forming a fundamental part of delivering successful integrated strategies?

As a leading integrated marketing agency, content marketing is one of the key ingredients in our recipe for delivering widespread success for clients across a multitude of industries.

Content creation and optimisation are among the key tools at the heart of our approach. Valuable content provides valuable information, with content marketing ranging from blog articles and podcasts to infographics and videos.

The advantages of content marketing are vast and include:

  • Providing value to clients, creating loyalty to a particular brand.
  • Educating clients (through blogs or videos) so they buy in the future.
  • Creating reciprocity among clients who may buy out of gratitude.
  • Generating viral content that links with published website content.

However, just generating content and hoping for the best, simply isn’t enough. Clear content strategies need to be implemented to ensure sustained success aligned with organisational objectives and KPIs.

Remembering that the more ‘shareable’ the content, the better, will further enable you to emulate this vision. Here are five simple steps for you to consider when crafting your copy:

1. Hook your content on something your target audience wants/is interested in.
2. Provide them with it – across as many suitable platforms as possible.
3. Make your content engaging and easy to share.
4. Keep your information fresh with regular updates and the latest facts and figures.
5. Respond to suggestions from your target audience about resources they would like to receive and adapt your content accordingly.

Essential rules for killer B2B content

Talk to us today about how we can help you generate increased awareness, demand and sales.

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Richard Brennan

This post was written by Richard Brennan

SEO & SEM specialist

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