Why Content Marketing is King

Amplify’d from www.entrepreneur.com

Why Content Marketing Is King

BY Mikal E. Belicove|
October 20, 2011|

163

Why Content Marketing Is KingWhen it comes to marketing strategies, content marketing has just been crowned king, far surpassing search engine marketing, public relations and even print, television and radio advertising as the preferred marketing tool for today’s business-to-business entrepreneur.

Why Content Marketing Is King

Late this summer, HiveFire, a Cambridge, Mass.-based internet marketing software solutions company, surveyed nearly 400 marketing professionals about the state of the business-to-business, or B2B, market, and discovered that marketers are retreating from traditional marketing tactics such as search marketing and have made content marketing the most-used tactic in their brand-enhancing tool box. Fact is, according to HiveFire’s B2B Marketing Trends Survey Report, twice as many B2B marketers now employ content marketing as they do print, TV and radio advertising, according to the survey.

So what exactly is content marketing? It’s the creation and publication of original content — including blog posts, case studies, white papers, videos and photos — for the purpose of generating leads, enhancing a brand’s visibility, and putting the company’s subject matter expertise on display. HiveFire’s researchers found that an impressive 82 percent of B2B marketers now employ content marketing as a strategy in their marketing programs. Coming in at a distant second place is search engine marketing at 70 percent, followed by events at 68 percent, public relations at 64 percent and print/TV/radio advertising at 32 percent.

Seventy-eight percent of respondents said driving sales and leads was the top marketing goal of their organization, followed by boosting brand awareness and establishing or maintaining thought leadership (both at 35 percent). Another 28 percent said their primary goal was to increase web traffic and 24 percent said it was to improve search results.

Part of the popularity of content marketing is its ability to generate qualified leads while engaging prospects in a branded environment without busting the budget. Nearly half of the content marketers interviewed said they dedicate less than a third of their budgets to such marketing expenditures. In addition to frugality, B2B marketers also believe most of their customers and prospects are online, which is why they’re focusing their marketing efforts on the Internet.

Finally, the survey shows that “content curation” — which is defined as the process of finding, organizing and sharing content — continues to gain strength as a top marketing strategy, up 17 percent from six months ago. Seen as a way for marketers to fuel their marketing programs, content curation does have its problems. Nearly 70 percent of content curators say lack of time hinders their efforts, with 66 percent saying a lack of original and quality content is a major drawback. Another 38 percent say difficulty in measuring results is the stumbling block and 37 percent say lack of staff to do the work is the hindrance.

Despite these issues, the survey makes clear that content marketing is only going to become more important going forward, whether you market to other businesses or to the public at large.

Read more at www.entrepreneur.com

 

Social Media and SEO Integration… bing takes the lead from Google!

The future of Search Engine Optimization is clear… your content must now also be “Social”. Bing is making great strides in it’s integration of Facebook likes into it’s search results. The article below describes the impact this will have on the search results as well as it’s implementation within the Bing search engine. Enjoy…

Amplify’d from mashable.com

In its attempt to beat Google on its home turf, Microsoft has doubled down on Facebook to make its Bing search engine more relevant.

The changes are an expansion of last year’s Facebook integration. In the past, Bing delivered modules within search results depicting when your friends liked certain content. It also surfaced Facebook user profiles if you searched a person’s name.

Starting tomorrow though, Bing will display a lot more data from the Facebook Like button and from Facebook profiles. Here’s an overview of Bing’s new integration with Facebook:

Search result annotations: Bing now displays which search results your friends have liked. This is shown with annotations and small thumbnails under any link that your friends has liked.

Surfacing content from Likes: Let’s say Mashable or Cooks.com comes up in one of your searches, and your friends have liked specific articles or recipes from those websites. With Bing’s new Facebook integration, that content will surface right under the Mashable.com or Cooks.com search result. Bing says that this makes it easier to find the “good stuff” within core search.

Ben Parr 13 hours ago by Ben Parr 44

Read more at mashable.com