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2014 Content Marketing Trends and Tactics

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Most marketers (71%) plan to increase their content marketing budgets in 2014, according to a recent report from Curata.

A quarter of marketers plan to keep their content marketing budgets at the same levels as 2013, and just 4% plan to decrease spend.

The report was based on data from a survey of 502 marketers conducted in fall 2013, with 53% of respondents focused on B2B marketing, 12% on B2C, and 28% on both.

Below additional key findings.


Top Content Marketing Priorities

The marketers surveyed rank generating leads as their top content marketing priority for 2014. Engaging customers/buyers is second, and brand building is third.

Impact of Content Marketing

  • Respondents see content marketing as being most effective in the upper part of the customer acquisition funnel—especially for awareness-building and customer engagement.
  • However, its impact on the lower part of the funnel is also quite significant, with nearly two-thirds of marketers indicating they've seen an increase in lead quality and quantity due to content marketing.

Content Marketing Mix

The average desired content marketing mix is 61% created, 27% curated, and 12% syndicated—essentially the same as the current mix.

Curation

  • 16% of marketers surveyed are curating for their audience every day.
  • 48% are curating from third-party sources at least once a week.

About the research: The report was based on data from a survey of 502 marketers conducted in the fall of 2013, with 53% of respondents focused on B2B marketing, 12% on B2C, and 28% on both.


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Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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Comments

  • by Jessie Coan Mon Jan 20, 2014 via web

    Thanks for a great article! Curating at least once a week is what works. Another note I'd like to add, is when getting started with your content marketing program, remember your target audience. Think about who is going to be consuming your content and include a clear call to action - this goes for curated content as well. For more information on creating killer calls to action in curated content, check out my blog post http://www.curata.com/blog/creating-killer-calls-to-action-for-curated-cont... thanks! Get curating!

  • by Mary Lou Joseph Wed Jan 22, 2014 via web

    Hi Ayaz,

    I find it very interesting that marketers don't see content as impacting the lower end of the funnel. I've been trying to not only create content that captures the interest of a broad audience, but also map my content to the stages of the sales cycle. I'm trying to craft nurturing campaigns that follow leads through the cycle and drip feed them relevant content as each stage.

    Do you think marketers focus too much on new contact acquisition, and not enough on cultivation once a lead has been captured? ML

  • by Jessie Coan Wed Jan 22, 2014 via web

    Mary Lou - I noticed your comment and wanted to respond. I think you are right in some cases - it's easier to understand what content works at the top of the funnel and harder to measure what works as a lead progresses through. That's where measurement and marketing automation can really help marketers to understand what works for their organization. There was a great webinar that Pawan Deshpande from Curata and Joe Chernov (formerly of Eloqua and is now at HubSpot) did that discuses what content works at what point in the funnel - hopefully this will help guide you - http://www.curata.com/resources/webinars/content-marketing-from-creation-to... thanks!

  • by Mary Lou Joseph Wed Jan 22, 2014 via web

    Thanks Jessie. I'll take a look. ML

  • by Lars Lindberg Wed Apr 2, 2014 via web

    Hi Ayaz, thanks for an Interesting read! We have recently conducted a similar survey among leading marketing professionals on the Swedish market and the results look more or less the same. Content marketing will be the main trend for marketing managers in Sweden 2014 with nine out of ten saying they already work with content marketing in some way. The results show that content marketing is without a doubt something that is handled internally - 72% creates all their content marketing in-house. The survey also shows a dark future for newspapers: spendings within newspaper advertising has decreased from 16% to 12% market share in just one year and 40% think newspapers will not exist in their current form in ten years from now. For more information about the survey, check out our summary: http://community.netigate.net/daily-newspapers-losing-ground-when-marketing...

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