According to new research from Econsultancy and Responsys, 71% of marketers will be increasing their digital marketing budgets this year, whilst only 20% plan to allocate more money to their offline marketing efforts. Of those who plan to raise their digital budgets, 70% plan to focus their funds on content – demonstrating not only that digital is the captain of the marketing ship these days, but that content is, without a doubt, his first mate.
However, whilst it is promising that 7 out of 10 marketers appear to have seen the light, this figure means that 30% of businesses still aren’t prioritising content as part of their overall strategies. The big question is; can those who still haven’t been wooed why the charms of content marketing afford to ignore it for much longer?
A matter of “When” not “If”
“As we enter 2013, it’s clearer than ever that we’ve reached a significant tipping point. The campaign-centric mindset that drove transactions in the mass marketing era is failing,” said Simon Robinson, Senior Marketing and Alliances Director at Responsys.
“Consumers are tuning out generic, mass-market messages and are choosing which marketing messages they receive – when, where and from whom. They expect, even demand, interactive and consistent communication across every channel.”
A properly devised content marketing can provide this level of conversation across all aspects of a business, from web copy and blogs to newsletter and social media conversations. In a world where customers are bombarded with information and can select which campaigns they interact with, it’s clear that investing in a strategy to ensure that customers engage with your company needs to be a key priority for every business.
Facts and figures
Don’t just take our word for it – there are a number of surveys that highlight the rapidly increasing importance of content marketing.
- When Econsultancy conducted their October 2012 Content Marketing Survey Report, 90% of respondents said that the discipline would become more important over the next twelve months.
- Curata’s Curation Adoption Survey of November 2012 showed that 82% of marketers saw content marketing as the most important objective for their organisation.
- According to the Content Marketing Institute’s 2013 B2B Content Marketing Benchmarks, Budgets and Trends report, 91% of B2B marketers are already using content marketing.
We know, we know, there’s nothing like a bit of peer pressure, but these figures do show that if your company hasn’t jumped on the content bandwagon yet it’s time to get moving!