In particular, B2B companies use content marketing as an intuitive way to gain new customers. A 2011 study of 1,092 marketers by The Content Marketing Institute and MarketingProfs found that 9 out of 10 organizations used content marketing, regardless of the size or industry of the company.
Among the companies using content marketing, an average of eight different content marketing strategies were used, and spent an average of over 25% of their budget on content marketing. It was also found that content marketing was on an upward trend as 60% of businesses employing this strategy reported that they planned to increase their expenditures on this type of marketing over the next year.
Relevance is a key concern for content marketers, as the objective is to satisfy a need in the prospective customer for desired information. Good content marketing necessitates the creation of content that is relevant, but it can be difficult to establish the effectiveness and impact of existing content. However, savvy content marketing often uses an intuitive approach to determine what is relevant to the reader; to use a very basic example, customer advocacy calls to action are often used for more advanced stages of reader engagement.
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As the creation of relevant content can be a very complex science, many companies have turned to content automation to generate the right kind of content at the right time for the right audience. Content automation is particularly a boon for smaller companies without the resources of a large team to manually generate intuitive relevant content.
There are three main types of relevancy for content:
- What is relevant to a particular target audience, in general
- What is relevant to a particular target audience, given their current stage in the buying cycle when they are viewing the content
- What is relevant to a company’s goals at that stage (i.e. what do they want the audience to do next?)
Whether you’re a writer coming up with ideas for a client or you are the client, all of the same steps apply.
This great infographic from Richard Darell at Bit Rebels that shows the visual process of coming up with content ideas:
If you have found this infographic useful, do share it with your colleagues and friends.
- Tolulope Adeyemi ➤➤ Digital & Content Marketing Specialist | SEO, SEM & SMM Expert
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