Content to dominate marketing in 2009
Tuesday, March 10th, 2009 - by Becky Sheetz-RunkleLook for businesses to focus marketing efforts on creating and promoting content in 2009, according to a new study from Junta42, as reported in Michael Stelzner’s white paper blog.
According to Junta42, “More than half (56%) of marketing- and publishing-decision makers plan to increase their content marketing spending for 2009.” Of those, 31% plan to increase significantly, and 25% plan to increase slightly. Only 13% plan on decreasing their content marketing spending, ranging from slightly to significantly.
Here are the top content types marketers will target in 2009:
- Social media, other than blogs—68%
- Enewsletters/email—60%
- Blogs—56%
- Case studies—55%
- Online video—51%
- White papers—46%
- Microsites—43%
Any surprises? On which ones are you spending your marketing dollars in 2009?
Working with B2B and B2G marketers, it is clear to Q2 Marketing that the primary content challenge for marketers will continue to be twofold:
1. generate the content and/or prod subject matter experts to supply the content
2. promote the content through marketing databases and syndication outlets
Think carefully about how you will distribute these materials before dedicating many hours to creating them. Will such content be part of lead generation efforts or will it appear deeper in the sales process? Know what role each item will play and make sure your sales and marketing efforts maintain the consistency of your strategy.
