16 March 2017

Content Marketing continues unstoppable and becomes essential for companies and brands


Content Marketing continues to proliferate and increasing its popularity among companies and brands to the point of becoming a fundamental pillar of all online marketing and social media strategy. According to the CMI (Content Marketing Institute), 91% of B2B use content marketing within their online marketing strategy. In addition, 68% plans to increase their budget in this area during the current year.

There is no doubt that content marketing is still indispensable in any online marketing and social media strategy, but what goals do the marketers pursue with their content marketing actions?

Content Marketing continues unstoppable and becomes essential for companies and brandsBased on the figures offered by eMarketer, companies turn to content marketing in the initial phase of the sales process:

  • 82% of B2B use it to capture leads and generate engagement.
  • 55% is used to guide customers to purchase. Content focused on the sale can encourage the customer to finally decide to purchase the product; As well as providing you with useful information, appropriate to your interests.
  • 44% use it to provide information about the characteristics of the product, and use tips, in order to make the most of it.
  • 43% indicate that it serves to improve brand awareness, and another 43% to increase their web traffic; While only 19% say it benefits their SEO strategy.

What actions do the brand content strategy include?

Some of the actions carried out by companies and brands include:

  • 87% committed to Social Media to spread its content.
  • 83% use it as a way to enrich your website and keep it updated.
  • 78% publish Newsleetters
  • 77% opt for their corporate blog, while 71% choose to make case studies, 61% whitepapers and 59% webinars.
  • Audiovisual content is present for 70% of companies.
  • Another 70% publish articles in third-party media.

Of note is the fact that 94% of marketers are committed to the generation of their own content, which implies a clear commitment to quality and differentiation.

The CMI indicates that LinkedIn is the main network for B2B (83%), and both Facebook and Twitter follow closely, being ranked in second place (80%). On the other hand, 61% bet on Youtube, while Google has a long way to go, to prove its effectiveness (39%). At the moment, other social platforms like Foursquare, Pinterest, Tumblr or Instagram have not yet reached a significant representation in the strategy of this type of companies.

In what indicators are markers based to measure the effectiveness of your content marketing strategy?

When it comes to evaluating the impact of content marketing actions, web traffic is the primary, followed by quality lead generation. The index of content diffusion and interactions is also a point to be taken into account, together with the sales that originates directly, or the response obtained from the clients.

Social Impacts

Social impacts, also known as “share”, have become complementary and parallel indicators to those of traditional audiences. The repercussion and propagation of the message through the different media and social networks are considered an excellent factor to calculate the notoriety, relevance, impact, impact and virality of both the medium and the issuer, as well as the message and its content.

Its impact on SEO, social mentions, or how it influences the time of permanence in the site are other of the aspects most valued. Above all, taking into account that the reactions and the flow of information generated in social networks could also influence the relevance of the search results. However, it is in the organic positioning, where content marketing is presented as the best ally to achieve greater relevance and notoriety.