Technology companies will be more aggressive with their use of content marketing in 2012, a report from IDG found.

Technology companies are expected to invest heavily in content marketing services in 2012, a report from IDG suggests. The study demonstrates the increased value businesses have found in diverse content marketing campaigns that include white papers, news and feature articles and video content.

The benefits of content marketing are widespread, but there are two primary uses of news content marketing. The presence of informative, timely news content on a website helps a company improve its status as a thought leader in its industry, while also boosting its status on SERPs.

Both of these advantages lead into the ultimate goal of any marketing campaign – lead generation. IDG found that identifying new prospects is a priority for technology companies, like many others. With 19 percent of responding businesses reporting an increased interest in search marketing, using content-based strategies has proven to be positive for the improvement of SEO campaigns.

Social media marketing can impact SEO ranking as well, as content shared on Facebook, Twitter and other platforms generates greater interest and inbound links.

“For more than two years, we’ve seen a surge in demand by clients looking for a range of services and products to meet their content marketing and social marketing needs and mobile is on the same track as social,” Matthew Yorke, president of IDG Global Solutions, said in a release.

Sixty-six percent of respondents will likely outsource their content marketing initiatives to third-party agencies.

However, Brafton reported earlier this year that 72 percent of companies expect to hire creative and editorial professionals in 2012 to produce high-quality content. 

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.