Content marketing is best described as any form of content that a business produces in order to interact with its target audience. Content can include stuff like blog posts, infographics, videos and podcasts. These types of content cannot be considered as advertisements but they are supposed to generate their own revenue.
For many businesses, content marketing has been less effective this 2015. According to the most recent survey of Content Marketing Institute called B2B Content Marketing 2016: Benchmarks, Budgets and Trends – North America, only 30% of marketers say that content marketing is effective for their organization. The figures were down from 38% last year.
Over the last 6 years, B2B have consistently cited web traffic as their metric. When the marketers were asked to rate metrics according to importance, they cited sales lead quality (87%), sales (84%) and higher conversion rates (82%). While web traffic was not considered as among the most important metrics, it is an important ingredient of a digital marketing campaign. 2015 has been a rough year for organic traffic and there were 3 trends that have negatively impacted on content marketing efforts.
- Facebook Newsfeed Updates – decreased the amount of manual impressions brands get from Facebook pages
- Google’s Mobilegeddon Update – drastically changed mobile search and favored mobile-friendly websites
- Continued rise of smartphone adaption and dedicated apps – replaced the time that used to be spent on surfing the web
Another problem for marketers is too much content marketing. For example, if you will search Google for ‘too much content marketing” you will find at least 9 articles about the limited space for branded content. Businesses certainly want their blog posts to be read by the target audience but creating content that stands out from the rest is challenging. Building up a reliable audience for any type of content is definitely hard work and requires a bit of luck.
However, even with the challenges faced by B2B marketers regarding content marketing, it cannot be denied that websites play a major role in the success of a business. Without a website, there is no online presence and the opportunity to sell to web users is missed. For your website needs, visit Perth Web Design.