The past few years, brands have transformed their marketing campaigns, slowly but surely focusing more on content as opposed to straightforward advertising.
Brand publishing has, in other words, blown up.
While 90 percent of B2B marketers engage in some form of content marketing, “60 percent of B2B marketers plan to spend more on content marketing in the next 12 months,” according to an infographic by BlueGlass Interactive.
“Companies are now caring about putting out content that people want to read, rather than just creating things like ‘brochureware,’ and things like that,” says BlueGlass Interactive’s Chris Winfield. “Instead of just investing in their blog and blogging strategies, they’re investing in content people will actually want to share. Even if it’s not directly related to selling something, it’s still branding.”
Companies are using content to promote brand awareness, gain customers, generate leads, and increase brand loyalty and retention. BlueGlass points out that in 2011, Google’s Panda update placed more emphasis on the web’s good content, aiming to “remove poor quality content from the search results.”
According to Business 2 Community, Google also finds the “freshest” content, meaning that the companies creating quality work on a frequent basis is going to get the best SEO.
Content that receives the best feedback and engagement tells a story, evokes emotions, and persuades audiences to take action. Although SEO is important, the quality of the content is what matters most.