2012 Trends for Content Marketing

Recently, I’ve been reading about trends within content marketing and how they can affect business strategy and the overall effectiveness of a company.  From this, I’ve gathered a few points and statistics that I think are interesting and should be shared…

Related: 6 Tips to Increase Lead Generation for B2B with Social Media

1. Spending on Content Marketing is Increasing

Why? Because businesses are starting to realize the huge importance of being found. Long gone are the days of you seeking the customer. Now, the customer is seeking you. So… how will they find you? By having interesting, engaging and regularly updated content! According to B2B Content Marketing: 2012 Budgets, Benchmarks and Trends, businesses on average are spending over a quarter of their marketing budget on content marketing and 60% of respondents indicate that they plan to increase their content marketing budgets over the next 12 months.


2. Shift to New Content Channels

More and more, companies as well as consumers are moving away from traditional channels for content (eg. RSS feeds, full websites etc) and are moving to real-time social media channels such as Twitter, Linkedin and Facebook to name a few. So far this year, every social media channel has seen an increase in adoption, often by 15-20%*.
– YouTube: 18% increase
– LinkedIn: 20% increase
– Twitter: 19% increase
– Facebook: 16% increase


3. Integration of Channels

With so much content on the web and little time to individually review it all, consumers are now seeking “one-stop-shops”. Why go from website to website when you can just as easily go to one place to get all your content? Essentially they want their content integrated and easily accessible. My favourite, Twitter, is where I can customize the kind of news and information I want to get, in real time and in one place. Companies now need to have their content and campaigns integrated as well as shared across all social media platforms (eg. Blog, Twitter, Facebook, Reddit, Linkedin etc). To effectively integrate and review all your platforms at once, check out Hootsuite.


4. Challenge of Producing Engaging Content

Today, marketers are constantly challenged to bring in new traffic and keep existing traffic engaged. So how is this done? By consistently producing interesting and engaging content. However, this is easier said than done. Many companies find this overwhelming and difficult to do on a consistent basis. In fact 41% of respondents from the B2B Content Marketing: 2012 Budgets, Benchmarks and Trends report said producing the kind of content that engages prospects and customers was their biggest challenge. Some companies just don’t have enough content to produce or cannot afford to consistently produce it.


5. Social media + SEO Strategy = Impact

Social media is starting to have an affect on SEO because search engines are starting to rely more on social signals when they generate results. Companies now need to think about how they can incorporate their SEO strategy (eg. keywords, links etc) across all of their social media platforms because it will have an impact on organic search rankings**.

*http://www.contentmarketinginstitute.com/wp-content/uploads/2011/12/B2B_Content_Marketing_2012.pdf
**http://www.marketingprofs.com/articles/2012/6827/content-marketing-trends-for-2012-whats-in-and-whats-out