The content marketing explosion - long live the king!

in Marketing
by James Delves

At Gilroy we’ve always said that content is king and context is queen. It seems we are not alone in our views. A report out today from B2B marketing has found that content-driven marketing is more than a passing trend and is now vital to the success of many B2B campaigns.

The report undertaken by Circle Research interviewed 177 client-side marketers regarding their views on spend, importance, ability to demonstrate ROI and the main challenges - threw up some interesting results.

The three most common objectives for campaigns were:

1. Brand positioning

2. Demand generation

3. Audience engagement – all of which are perfect for a content marketing approach.

When asked their views on value of content marketing:

86% felt content marketing was important or critical to their campaigns (only 1% felt it was of no importance)

77% felt content marketing enabled brands to demonstrate a ROI

56% felt content marketing impacted sales figures, 15% thought there was no increase and 29% didn’t know

37% of the time was the average investment marketers spent each month on content marketing activities

As a far as tactics go – the most effective were thought to be: case studies, whitepapers and videos with social media surprisingly not featuring in the top three.

Whereas placing content at the heart of a marketing campaign might have sounded an alien idea ten years ago, now two thirds (69%) of companies currently create personalised marketing content, underlining its growing importance. When questioned if they planned to invest more budget in content marketing in the coming year 60% of marketers stated they would.

If content is not yet regarded as ‘King’ in most people’s eyes it certainly will be.

If you’re interested in content marketing why not visit our main site and see the work we’ve carried out for our clients: http://www.gilroy.co.uk. For more information why not checkout a few of our favourite infographics below.