At this month's Business Marketing Association international conference, attendees discussed the future of the industry and content's essential role in marketing.

At this month's Business Marketing Association international conference, global marketers discussed tactics for success, and it seems content's critical role was cemented. BtoB magazine reports that content marketing was deemed an essential part of the marketing industry.

“Content, content, content – that's what we're here for. We need more content,” the source quotes Al Maag, chief communications officer at Avnet Inc. and new chairman of the Business Marketing Association, as saying.

While many marketers are investing in white papers and two-hour long webinars to establish thought leadership, attendees also discussed the value of short-form content marketing. Short, regularly published content can position brands as an authority and give site visitors incentive to come back to read more.

Andrew Bosman, chief marketing and communications officer at Navigant Consulting, suggested that shorter articles are a necessary means of generating demand for more expertise from a business. “We don't want to tell a potential client everything we know,” the magazine quotes Bosman as saying.

Brafton has reported that HubSpot's State of Inbound Marketing report reveals the value of short-form content (from news content marketing to blog marketing) in helping brands acquire customers. In fact, the more frequently posts are published, the more likely that businesses will gain clients.

Further evidence that the Business Marketing Association's pulse on the content marketing industry is correct: Junta42 announced the end of its content marketing chart this week. Founder Joe Pulizzi explained that the chart is no longer needed because content marketing has become mainstream.

“Today, content marketing is now the recognized term for brands creating valuable and compelling content to attract and retain customers,” Pulizzi says.

Katherine Griwert is Brafton's Marketing Director. She's practiced content marketing, SEO and social marketing for over five years, and her enthusiasm for new media has even deeper roots. Katherine holds a degree in American Studies from Boston College, and her writing is featured in a number of web publications.