What Can Content Marketing Do For Your Business?

“Call it custom publishing, call it custom media, call it content marketing—what you call it doesn’t matter, but relevant, valuable content…is the new must-have… Your customers are clamoring for it, and your competitors are dishing it up as fast as they can.

Odds are, your company is already there. According to a 2010 joint study of 1,100 business marketers conducted by Junta 42 and MarketingProfs, nine out of ten organizations have content marketing initiatives in place, and they are spending significant sums and planning to spend even more.  Respondents reported allocating about 26 percent of their budgets to content, and more than half of those surveyed planned to increase that amount over the next 12 months.  (A 2009 survey from the Custom Publishing Council puts the percentage spend on content marketing even higher at 32 percent)”  (Emphasis Added)

-Ruth P. Stevens, Teacher, Columbia Business School; Consultant on Customer Acquisition and Retention; and Author:

Maximizing Lead Generation:  The Complete Guide for B2B Marketers.  2012.  Pg. 66

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“The growth curve for Internet use continues to be sharp, even today; the percentage of people online worldwide increased 18 percent from 2008 to 2009.  Driven in large part by the ability of the Internet to deliver more content at faster and faster rates for lower and lower costs, this explosive change to Internet usage has led to a massive cultural change.

“With the customer’s attention shifting online, so has the focus of marketers, and it has required new marketing strategies as we begin to understand how users interact with the Internet and how the Internet works for users.

“Simply put, web users are consumers of  content.  Therefore, you need to deliver compelling content that will engage your customers and keep them coming back for more.  People are calling this “The New Marketing.”  Most significantly, web users are searching for content to consume…

People spend their time online, and that’s where your marketing strategy needs to go.”

-Arnie Kuenn

Accelerate!:  Move Your Business Forward Through The Convergence of Search, Social & Content Marketing. 2011.

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“…as we move into a new era of the constantly connected consumer with the prediction that, in a few years there’ll be 50 billion connected devices on the planet, it really is time to change the way we think about marketing.  And this is not being driven purely by technology, it’s more about the change in the consumer—the new, transient media consumer.

“Much of what we’ve learned in marketing is undergoing reconsideration.  Major changes are taking place in consumer and business markets…Consumers have become attracted to third-party information providers, through collaborative product reviews, ranking, rating, and price-comparison services.  There are new and more complex concepts being applied to modern marketing…”

-Mike Grehan

Chair of SES Global Advisory Board

In the Foreward to Optimize:  How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing.  2012.  Lee Odden