Content creation remains a top priority among businesses in the United States. Well-written website content adds value to the web experience, and professionals who update company blogs regularly compel visitors to return again in the future for additional information. Perhaps increasing content marketing efforts moving into 2013 can bring new customers to businesses that publish industry-specific articles at least once a day, and regularly sharing fresh content on networks where audiences are active increases engagement opportunities.
According to a recent study from HubSpot, 60 percent of businesses say their company blogs are of critical importance to their brands, which is up from 52 percent in 2009. In addition to the company blog, 45 percent of respondents cited LinkedIn as critical (up from 36 percent in 2009), 42 percent said Facebook was essential for success (up from 24 percent in 2009) and 36 percent identified Twitter as an important platform for brand initiatives (up from 21 percent in 2009).
In part, business owners put an increased level of importance on these channels because the networks provide ample opportunities for building brand awareness. Recent reports from the Content Marketing Institute show that both B2B and B2C companies use social platforms to distribute custom content that, more often than not, has previously been posted to their business blogs.
The CMI reports show that 83 percent of B2B brands use LinkedIn to distribute content, 80 percent use Twitter and 80 percent use Facebook. More, 90 percent of B2C companies use Facebook to publish content, 69 percent embrace Twitter and 51 percent use LinkedIn.
Managing a social presence and updating a professional blog provides brands with opportunities to engage with their target audiences further. When brands publish daily content and share it across social media, web traffic is more likely to navigate to informative pages that encourage visitors to opt-in to sales initiatives or purchase goods on the spot.