The study suggests that 90 percent of B2B companies use content marketing in some form. While a portion will create branded video spots, others have found news content marketing campaigns help increase search presence and prospect engagement. According to the study, among the organizations relying on content marketing, 60 percent will spend more on the production and distribution of their material moving forward.
Many organizations using content to boost SEO have been forced to make adjustments to their campaigns as search algorithms change to focus less on technical site elements and more on those aimed at a positive user experience. Creating articles with the sole intent of informing users is more likely to result in a strong search ranking than those written solely to attract a search crawler.
Most recently, Google rolled out Panda 3.4, the latest iteration of its contextual search algorithm. Brafton reported that the update was a minor shift, which has been the case with most of Google’s recent Panda updates.