Content Marketing Recap – November 2012

Content Marketing Recap – November 2012


With this year’s record-breaking Thanksgiving
weekend ecommerce sales, content marketers are focusing on maximizing their end-of-year
campaigns to attract holiday shoppers and business buyers. Some of the latest content
trends can help your brand get a competitive edge. Here’s Brafton take on the biggest industry
headlines and what they could mean for your content marketing strategy. This holiday season, web content is in high
demand! Google data shows 49% of consumers use search to shop and 37% call search engines
their “go-to” source for gift ideas. Brand sites aren’t far behind in shopping research,
influencing 30% of consumers. Stand-out content will help companies get
in front of these audiences. According to new data from nRelate and Harris Interactive,
92% of adults read content online. Consumers average 3-4 articles and 2-3 videos per session,
showing audiences look for diverse media experiences in a single sitting. Plus, 39% are more likely
to click an article if there is a visual associated with it. Most brands are already using visual content
to fuel web presence. Complimenting its earlier B2B content marketing report, the CMI released
new B2C data that shows of the 86% of consumer-facing companies using content marketing, 70% publish
branded videos and one-third invest in infographics. This puts B2B and B2C at near equal footing
with these tactics. The competitive demand for content continues
to rise, as the CMI finds 54% of B2B and 55% of B2C companies will increase their content
budgets next year. Meanwhile, data from the Custom Content Council suggests 79% of brands
are moving “moderately or aggressively” into content creation. Companies are also developing more defined
lead generation and sales goals for content. The Custom Content Council found upsells are
a top content marketing goal, along with brand loyalty and audience education. Meanwhile
the CMI reports that 74 percent of B2Bs aim for customer acquisition with content, as
do 75 percent of B2Cs. Any content format can present visitors transaction
opportunities when marketers remember – conversion optimization is a core component of successful
content. “Buy now” CTAs get readers to take action, and Brafton has always encouraged
marketers to also provide prompts for readers to check out more relevant content. nRelate
data shows this practice pays off, as nearly half of respondenets click “related content”
when they’re reading an article. As content efforts ramp up, marketers must
remember the demand for premium quality is at an all-time high. At the beginning of the
month, Google announced Panda 21, which impacted 1.1 percent of queries. The search engine
released Panda 22 on November 21, continuing to push its algorithms and marketers to yield
only the best content. Those are November’s biggest updates – stay
tuned for next month.

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