When an internet user navigates to a new website, content needs to grab his or her attention immediately. According to the Missouri University of Science and Technology, it takes users fewer than 0.2 seconds to form an impression on a web page. This makes the attractiveness of the site and the quality of the content even more important. Therefore, whether using a web page for lead generation marketing or for branding your business, it makes sense to funnel additional resources into improving your web presence.
Content marketing is expanding in terms of tactics, forms and volume of content, according to a recent report from IDG Enterprise. The study found that 84 percent of marketers say content production is on the rise. Over half of the report’s participants say they use 10 or more formats and content tactics to convey strategic messages. As content marketing becomes even more standard in the business world, the challenge to allocate more time and resource becomes more apparent.
The IDG Enterprise study went on to cover the top three reasons marketers embrace content marketing today. The primary objective for 68 percent of professionals is lead generation, which is up from 62 percent in the 2011 survey. The subsequent goal is thought leadership, which earned 50 percent of the responses – up from 37 percent in 2011. Lastly, brand awareness became an increasingly important aspect of content marketing with 39 percent of the votes, and branding also replaced last year’s third objective, lead nurturing.
Content marketing has changed greatly over the past few years, and marketers who have found success through the practice already understand why it continues to command attention. Professionals might want to allocate additional funding toward their SEO and lead generation efforts, as these programs are proving to be of greater importance to brands.
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