Influence people

Wednesday, April 10, 2013

B2B Marketers Spending More on Content

B2B marketers plan to spend a full third of their budgets on content marketing in 2013, according to research firm eMarketer.


The firm defines content marketing as attracting customers with “content that is not, at its core, promotional material, but which is interesting or valuable for its own sake” and that's “geared to help businesspeople do their jobs better.”


With the larger investment comes greater eagerness for “sticky” content, says eMarketer.


Personalization is a sure way to assure content is sticky. “The more personalized the content is, the more helpful and necessary the content—and therefore the brand—becomes to the customer,” eMarketer says.


Consistency is another. “Content marketers must also keep the content flowing,” the firm says. “A customer community is like a pump that one must prime.”

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