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Content Marketing Is Marketers’ Top Focus for 2013

April 12th, 2013 ::

By Rieva Lesonsky

Content marketing is surpassing social media as the number-one marketing focus for businesses this year, a study by CopyPress reports. The Copypress 2013 State Of Content Marketing Study asked marketing decision-makers to pick one “leading focus” for their marketing efforts. In 2012, 18.9 percent of marketers named content marketing, ranking it behind both email and social media and tied with SEO. However, in the 2013 survey, the number of marketers who said content marketing was their leading focus climbed to 34.8 percent–making it the top priority for the greatest number of respondents, ahead of social media and email marketing. Social media is a focus for 24.7 percent of respondents, SEO for 14.6 percent and email marketing for 10.4 percent.

The survey also asked marketers which specific types of content had the best return on investment (ROI). Articles, video and white papers topped the list:

  • Featured articles – 62.2 percent
  • Videos – 51.9 percent
  • White papers – 45.6 percent
  • Photos – 37.8 percent
  • Interactive media – 36 percent
  • Sales copy – 29.7 percent
  • Infographics – 27.9 percent
  • Buyers’ guides – 21.6 percent

Here are some of the challenges marketers faced with regard to specific types of content:

Video – Although video was widely considered to have high ROI, most marketers also felt that this was among the most difficult types of content to create. When pressed more specifically, they seemed to feel that video was too expensive.

White papers and articles – Authorship was a main focus for these types of content. Two-thirds of respondents thought it was important for content to have a specific person’s authorship, as opposed to being generically “from” their business. In general, this means they felt it was important for white papers or articles to be bylined by high-profile people in the company and industry, whose prominence would help in search results. However, only 42 percent were willing to pay more for content authored by high-profile individuals.

What do these trends mean to your business?

  • While video can be expensive if you turn to outside sources to create it, it doesn’t have to be. Videos filmed with a basic video camera or even those filmed on a smartphone can be of adequate quality if the information conveyed is relevant, interesting and useful and the presentation is lively and professional.
  • You may not be able to afford to pay a well-known individual to write content for you, but by writing enough content yourself and promoting it on your website, blog and social media channels, you can eventually raise your own profile as an author. With changes to Google’s search algorithms making authorship more important in search results, this criterion will matter more in the future.

Image by Flickr user Richard_of_England (Creative Commons)

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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