One of the major trends in B2B marketing for 2010 will be the continuing growth of content marketing.A recent study by the Custom Publishing Council found that branded content accounted for 32 percent of the average overall marketing, advertising, and communications budgets in 2009. According to the CPC, this was the greatest ever proportion of overall marketing/communications funds dedicated to branded content. The importance of content marketing was further emphasized last week when the Custom Publishing Council announced that it had changed its name to the Custom Content Council.
What is content marketing? Joe Pulizzi, co-author ofGet Content. Get Customers., defines it this way: “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood audience – with the objective of driving profitable customer action.” The basic idea behind content marketing is to create content that speaks directly to the issues and challenges that potential buyers are facing, and thus provide those buyers a compelling reason to engage with the selling organization.