Content Marketing has been on everybody's lips for awhile now, and all indications are it's only getting bigger. 

The term covers pretty much any content you can think of – blogs, videos, photos – and applies them to a marketing framework.

It's a longterm play but the rewards can be great, as these stats from Marketing Profs show.

All aboard

The majority (92 per cent) of marketers already use some form of content marketing, with the figures fairly split between B2B and B2C.

58 per cent of B2B marketers and 60 per cent of B2C marketers will increase their content marketing budget over the next 12 months.

Engagement

Good content is good for business, with interesting content is one of the top three reasons people follow brands on social media.

A whopping 90 per cent of consumers find custom content useful, while 78 per cent of consumers feel that organisations producing custom content are interested in building good relationships.

Articles with images received 94 per cent more views than those without, and video is share 12 times more often than text-updates on Facebook.

Social leanings

Social media remains the most popular way to deliver content, with 79 per cent of marketers choosing social as their preferred delivery method.

Other popular distribution channels for content include e-newsletters, white papers, webinars and videos.

Challenges

The road to content marketing nirvana isn't always smooth. The number one challenge facing marketers (36 per cent) is producing compelling content.

The next most common challenge (21 per cent) is producing enough content. 

To find out more visit marketingprofs.com. 

If you enjoyed this article then subscribe FREE to the twice weekly SMK Digital Bulletin, click here now or visit www.smk.net.au/subscribe.

Also, click here download a FREE Social Media Policy Research Paper – worth $495. This FREE in-depth 17 page paper features insights from both communications and legal experts at the likes of: National Australia Bank (NAB), Edelman, Corrs Chambers Westgarth, Social@Ogilvy, SMK – Social Media Knowledge, The Victorian Electoral Commission. Or visit www.smk.net.au/downloads for details.