A survey from SEOmoz found companies are investing multichannel web presences to improve brand visibility across the internet.

A survey of marketers conducted by SEOmoz found that demand for increased web marketing activity across several different channels is on the rise. According to the report, companies have are increasingly adopting the practice of sharing website content across the web to reach more prospects and build web visibility.

Fifty-six percent of marketers said content marketing demand has grown among their companies or clients, as businesses look to make their sites more informative. With consumers and B2B buyers spending more time researching new products and services on the web, providing relevant articles, blog posts and visuals can help differentiate a business from its competitors. Moreover, website content helps companies succeed in other channels.

Seventy-one percent of marketers reported SEO demand from their company or clients has increase this year, and the interdependence of content and search rankings could be contributing to the rising popularity of content marketing.

Recently, Brafton highlighted comments from Google’s Matt Cutts that urged businesses to avoid “taking shortcuts” in SEO. Developing high-quality articles and website content helps build a strong search presence and sustain it over time. Populating a site with relevant articles that appeal to users and boost niche authority can help avoid pitfalls of these algorithms even as Google rolls out new iterations to provide its users with the best search results.

SEOmoz also found that 70 percent of respondents noted greater demand for robust social media marketing solutions from clients. Much like content marketing, social helps companies improve their presence on search engines by expanding brands’ visibility on the web. Additionally, sharing content on Facebook, Twitter and other platforms offers high-quality inbound links from fans and followers who share content with their own extended networks.

As web marketing matures, companies seek a better way to inform the future of their campaigns. With 54 percent of marketers saying companies are actively looking for more reliable analytics solutions, it’s clear that web strategies are providing organizations with results. However, many struggle to effectively measure their success. Brafton reported earlier this year that 27 percent of businesses using social, for example, measure campaigns with intuition.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.