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Get to Know the New Starring Roles of Content Marketing

by Jeannette de Beauvoir  |  
April 16, 2014

With the Oscars recently behind us, now may be a good time to look at which stars are going to play the most important roles in marketing this year. 

One Oscar is definitely going to content marketing itself. We already saw back in 2013 that 93% of B2B marketers and 90% of B2C marketers are actively using content marketing. Moreover, 58% of B2B marketers and 60% of B2C marketers plan to increase their content marketing budgets this year.

Remember the beginnings of social media marketing? Remember the scattered approach marketers were taking to this brave new world? A tweet here, a Facebook posting there... And then, enthusiasm for social media died down as marketer after marketer decided it was ineffective. Eventually, businesses that put together a multichannel strategy including social media were the ones that made it work.

Content marketers—who are building on the success of social media as a tool for launching and carrying their content—also need to be very clear about the strategy, budget, and target for their campaigns, or they will end up creating as much a scattered approach as that of the early social media pioneers. And why not learn from the past?

According to HubSpot's 2013 State of Inbound Marketing report, companies that clearly define marketing and sales roles in relation to content marketing will find they have significantly lower customer-acquisition costs than those without those content-related marketing/sales agreements.

So this marketing approach isn't just another new and shiny thing... It's a multichannel methodology that, when done correctly, cuts across all channels to deliver results in website marketing, email marketing, search marketing, social media marketing, mobile marketing, and more.

A new marketing methodology calls for a new approach. And new professionals will emerge in the following starring roles.

Content Director

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Jeannette de Beauvoir is a principal at Harbor Marketing Associates, a marketing company engaging clients with digital strategies and tools for brand success.

LinkedIn: Jeanette de Beauvoir

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  • by e Thu Apr 17, 2014 via web

    This is truly interesting, and definitely something that will develop in time. For me, a standout amongst the most significant parts of content marketing will be the outreach/community building role. .

  • by Krish TechnoLabs Thu Apr 17, 2014 via web

    Content marketing is must requirer if you are an online marketer, and it is fast becoming the Most valuable ways to increase brand awareness and nurture leads. Thanks for sharing this very informative article Jeannette!

  • by Kevin McIntosh Thu Apr 17, 2014 via web

    Until the hero is no longer your brand, you're just creating ads, not stories.

    Brand storytelling takes on a lot of different forms. I'm using the 3 act story arc more these days. We also have to remember adding "Once upon a time" doesn't turn an ad concept into a story. It simply makes an ad execution a lame storytelling attempt. Again, your brand isn't the hero.

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