A report conducted by Mintel and sponsored by Menzies Digital Marketing found content marketing in the B2B sector is up 25 percent from this time last year. Additionally, the study suggests this growth will continue through 2012, when Menzies and Mintel peg content marketing adoption to jump 10 percent.
Web news content marketing is also expected to be more common than print content campaigns by 2013, the report says.
Web content marketing has become especially important in recent years due to the growth of web access and the expense of large print campaigns. Businesses can now develop content for large audiences and market it on specific web channels likely to reach new prospects.
Highly informative content that demonstrates the value of a certain product or service is more likely to generate leads organically than blatantly promotional content. Moreover, these campaigns can help businesses improve their standing on SERPs and establish themselves as niche authorities.
Brafton reported that generating a consistent readership can help a business, even one not traditionally a news agency, become a thought leader, which has been proven to be a critical factor in gaining entry into Google News.