The use of content marketing and branded content publishing will continue to grow, particularly as new research suggests it is more effective than other forms of digital marketing.
Research by the Association of Online Publishers (AOP), reveals 60% of regular web users surveyed trust brands’ content sites, 43% on portals and 39% on social networks. Just under a third (32%) feel more positive towards a brand on a content site, 17% on portals and 14% on social networks. The study also showed advertising around content to be more effective than on other types of website and social network.
Obviously an organisation whose members are publishers, broadcasters and online media agencies might like those figures – but it’s also important to remember that content sites don’t have to mean ‘just’ traditional publishers. Developing content for your business should encompass your own website or blog through to what is being written, or supplied to, other websites.
And marketing campaigns in the U.S are certainly supporting the use of content in marketing:
Traditional content creators obviously have an advantage here, and it’s an area bloggers have been utilising for the last ten years.
But how does your business start using content marketing?
There is a huge amount of potential in content marketing, and the best method for your business depends on your industry, company size, areas of expertise. The solution can range from training your existing staff to hiring external content experts from the journalism and blogging worlds, but in my opinion, the key element of content marketing is a focus on how it actually benefits your business. And that includes deciding the key metrics and analytics that make sense from day one, whether you’re looking to drive direct sales, leads, or brand awareness.
And if you’re stuck, obviously I’m always happy to help with a range of content creation and marketing services!