Content Strategy Evolutions in 2013

Content marketing is a growing practice among both business-to-consumer (B2C) and business-to-business (B2B) organizations. Digital media has the potential to influence prospects throughout the sales cycle, which has been shown to lead directly to higher profit margins, even for those companies that only publish blog content a few times a week.

According to two recent reports published by MarketingProfs, content marketing will become even more important in 2013. The source conducted two separate surveys, asking both B2B and B2C business owners about their marketing mix. The data found that 86 percent of B2C respondents and 91 percent of B2B companies will use content creation as a way to engage with potential and current customers next year.

When looking at the channels businesses will use to distribute content, social media won the top prize outright with a significant portion of survey respondents depending on these networks for success. The report noted that 84 percent of B2C companies and 87 percent of B2B businesses will embrace social sites for content distribution next year. What’s more, businesses across both sectors use an average of 12 content types. B2C brands distribute content via four networks on average, while B2Bs use an average of five.

They may be using a similar number of networks to distribute content, but the preferred social platform varies between B2C and B2B brands. Ninety percent of B2C survey respondents cited Facebook as the number one network on which they leverage their content. The report found that 83 percent of B2B companies use LinkedIn for similar purposes.

As the new year approaches, business owners must devise unique content strategies that draw readers. With only 2 percent of B2C and 1 percent of B2B brands outsourcing their content writing efforts, it might be time to partner with agencies that have proven their ability to help clients obtain greater brand awareness via web writing and visual media.