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23/02/2013 by

Why Content Marketing Matters? (Infographic)

Content is king and content marketing is a growing and trending topic. See the infographic to understand why content marketing matters.

Why Content Marketing Matters? (Infographic)

Did you know that at this point, over 88% of businesses are active on social media?

By now, most companies have realized that social media is crucial to gaining brand awareness and driving new sales, leads, and customers in 2013 – have you?

Some of today’s current statistics include that each day:
– 100,000 Tweets are sent
– 2 million search queries are made on Google
– 36,000 photos are shared on Instagram

You can see why content marketing matters by checking this infographic by Boot Camp Digital:

Why Content Marketing Matters? (Infographic)

My Opinion?

Believe me, content marketing is a trend, not a hype.

If you have trouble believing me, just look at your baby, kid or teen. Pretty sure we can call them screenagers and that content is in their DNA?

content marketing and screenagers

The generation of screenagers is the benchmark for your brand and the answer to your question: Should I embrace content marketing or not?

Especially in the era of the social web, content is king, distribution is queen and metrics is the emperor.

If you place content in context there are many benefits to content marketing.

But content marketing is only for love brands and smart brands.

Love brands? With content marketing you can help, not hype:

With content marketing and brand utilities you can help, not hype

Smart brands
? With content marketing you can increase the ROI on your media investments, by using a smarter mix of paid, owned and earned media:

Content marketing can increase the ROI on your media investment by using a smart mix of POE

The rest of the brands without content? No problem, you will just be entitled to advertising.

So you will not be earning attention, but you will be buying attention.

I just hope that you have very deep pockets.

What About You?
Content marketing, a trend or hype? Why does content marketing matter to you? I would love to read your opinion in the comments below.

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About the Author
Igor Beuker was CMO at 3 listed companies, chairman at the IAB, jury member at Webby, AMMA and Esprix awards, founder of 3 digital agencies (sold to WPP) and global chief social officer at Mindshare. Now he is ‘freejack’ consultant and a sought after keynote speaker.

Source: Infographic by Boot Camp Digital and content marketing slides by ViralBlog.


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Comments (4)

  • Freek van den Broek 24/02/2013, 14:51

    Hi Igor, nice article, thank you for your insights. I agree with you on the fact that content marketing is a trend.

    I was actually wondering about you opinion on the the question “how important is content marketing in a B2B environment?” and “How does it differ from a B2C environment?”


    • Thanks for sharing Freek!

      Really good question. I think that Google is the first one that really made no difference in its approach for B2B or B2C: it is people that are searching, people can be both B2B and B2C.

      If I look beyond the social graph, I think the interest graph offers many benefits to B2B companies as well. Linked in, Twitter or even spoecialized blogs and forums in which decision makers flock to get opinions from their peers.

      In B2B I see brands sharing different pieces of content to connect to prospects. Not funny photo’s or videos but ie: POVs, Whitepapers, PPTs, webinars, events etc

      So content marketing for B2B might apply the same principals, but context and content might differ a lot.

      Hope this answer is clear and makes sense?

  • Freek van den Broek 24/02/2013, 15:15

    Hi Igor, I agree with you. Companies are made out of people, therefore you could state that content marketing would apply in the same way both B2C and B2B environments.

    The intentions of the target audience in the different environments may actually also be the same:
    – make money
    – save money

    Although I think that make money applies a bit more to the B2B markets.

    • Hi Freek, well phrased, in the end it’s about people.

      Consumers can like snack/ snippet content, but if they are deeper in the funnel they might want product reviews, a demo, deeper details.

      In B2B a long whitepaper can be interesting when the company is going to make an important or expensive purchase (technology, vendor, platform etc).

      So for sure you are right, in B2B the money or investments are many times higher than in B2C.

      But like you stated, in the end, even in B2B: we are all people that need to make a decision.