2011's New Buzz Word: Content Marketing

Scott Lambert

It’s been mumbled a lot in 2010, but now it is on the lips of mouths and tops of mind of every marketer. And that topic is “Content Marketing.”

Publish, Publish, Publish

Content Marketing is the strategy of publishing and distributing great content online to better establish your brand and expand your business’ influence. Your content should be informative and provide value to the reader.

Content can include articles on industry trends, company news, or market advice. The content can position your company as an authoritative voice in your industry or influence the reader to take a desired action.

Don’t Just Write - Distribute

Social media platforms, such as blogs, Facebook, Twitter, and booking sites like Digg and Delicious, have made it easy to distribute your content online and advance your reach further than ever. But no matter how you look at it, if you’re not Content Marketing, you’re not marketing.

Feed the Search Engines

Search engines have made it no secret that they are expecting new and fresh content from websites that want to rank highly for competitive keyphrases. But as mentioned in my last blog post, time and resources is the biggest challenge for businesses to effectively leverage social media, i.e. content marketing.

Content Creation Becoming Larger Piece of Marketing Budgets

Last September, I attended ADWeek in Washington, D.C., and Kevin Gentzal, the Chief Revenue Officer at Forbes Media said that marketers must now be content creators and that this strategy is now 33% of most marketing budgets.

In fact, as you can see from the survey chart below, content marketing is even tougher for smaller business because it requires a much larger percentage of the marketing budget. The research and expertise required to create high-quality content is very time-extensive and good copywriters do not come cheap. This is where outsourcing your Content Marketing efforts to an interactive or digital agency is very cost-effective.

Content Marketing Spending Budget 2010

Real Life Examples of Success!

To see the effects of Content Marketing for yourself, please see the screen shot below. You’ll see that Xcellimark has been able to dominate the page 1 rankings for the keyphrase, “interactive digital agency Orlando” by creating a company press releases and distributing them online to several of other websites. This type of online exposure results in an increase in branding, leads, and revenue.

Xcellimark and Search Engine Rankings

To see how Xcellimark can design and implement your businesses Content Marketing strategy, contact Xcellimark today. You’ve got a message and your prospective customers need to hear from you. Allow Xcellimark to show you how.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Content Marketing

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