Content marketing strategy engages customers online
San Francisco, CA -- (SBWIRE) -- 10/19/2012 -- Almost three-fourths of marketing professionals say that brands are turning into publishers.
A survey of more than 1,300 marketers by eConsultancy learned that 90% place value in content marketing, which blends online marketing, search engine optimization and content. Of those surveyed, 64% think it will become a distinct specialty.
Many famous brands are starting to use content marketing. A well-known retailer has enlisted a technology publisher to produce a website for consumer electronics.
For more than a year, Google News has categorized the site as a provider, and its traffic has soared. The site offers unbiased advice and news for an audience with a technology profile.
“All this means nothing, though, without top quality content to begin with,” Andy Cooke, the website’s editor, told ITProPortal.
Content can draw in customers as well as educate and entertain, and content marketing could hold the key to reaching out to an audience through the Web.
Social networks also feed on content to generate discussions. Brands are learning that to engage successfully with customers online, they must have the right content.
Although the role of content specialist agencies appears poised to grow, content marketing remains largely uncharted territory. The eConsultancy survey found only 38% of marketers have strategic plans.
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