We’re now two years into the pandemic, and it’s more apparent than ever that content marketing is still an important way—if not the best way—to meet the ever-growing needs and expectations of brand customers. But don’t just take my word for it.
The 12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends report from MarketingProfs and Content Marketing Institute found that content marketing will take center stage for many marketing teams in 2022:
- 66% of B2B marketing teams will increase their content marketing budgets in 2022
- 21% of teams will invest at least half of their entire marketing budget on content marketing alone
I’ve seen first-hand how content marketing can build brand awareness, strengthen customer loyalty, build an engaged community of raving brand fans, enhance executives’ thought leadership profiles, and drive a consistent lead pipeline.
To explore how brands can best engage in content marketing, I joined Anthony Gaenzle and the #AGMarketingChats community to discuss what content marketing is and how brands can create the right content marketing strategy for them.
Check out the chat highlights below for an overview of content marketing, and read the entire conversation here to learn how to find the right content marketing distribution channels for your brand, create and utilize visual content, and more.
P.S. Don’t miss #AGMarketingChats Thursdays on Twitter at 11 a.m. Pacific/2 p.m. Eastern.
What is Content Marketing?
At the highest level, content marketing involves helping a brand’s prospective and current customers throughout their buyer and customer journey.
The goal of content marketing is to empower your audience with content in their preferred format. These formats can include blog posts, video, social media content, email newsletters, and more to help them overcome their challenges.
Content marketing usually sits within a brand’s overarching marketing team and overlaps with many business units, including public relations, customer success, and sales teams. The best content marketing teams directly engage with each of those business units to partner on content creation.