10 Exciting Content Marketing Trends From 2012

By Joel Widmer | Content Marketing

Dec 04

It’s been a great year for digital marketing. I’ve seen a lot of changes happen in search marketing, content marketing and especially social media but the one thing that I’ve seen grow consistently is the need for quality content on business websites. Below we’ve taken the most interesting and exciting trends from this year and distilled them down into our 10 favorites for you to learn from and compare your business. Enjoy!

59% of B2B content marketers rate blogs as being the most effective content marketing tactic

Blogging continues to be an effective way to market your business in 2012. It’s the backbone of your content strategy and what ultimately drives social media. Companies are finding that social media without a a blog to support it makes for poor conversion because they have nowhere to lead prospects. SOURCE

LinkedIn generates more leads for B2B companies than Facebook, Twitter or blogs individually. Yet only 47% of B2B marketers say they are actively using LinkedIn vs. 90% on Facebook

The LinkedIn market isn’t as saturated and should be a better resource than marketing on other channels. Most companies are attracted to shiny marketing over effective. You’ve got to remember digital marketing is still in its infancy stages, take advantage of the channels that WORK for you, not everyone else. Source

B2B companies with blogs generate 67% more leads per month on average than non-blogging firms

With the right blogging strategy, you can convert more leads than your competition. This also generates brand awareness and creates an alternative customer service channel. The biggest reason more companies aren’t doing it is the barrier to entry. Blogging isn’t an overnight success strategy. But companies who stick with it are successful in the long run. Source

Marketers rate social media as the second-most important factor (64%) in search, behind only strong content (82%)

Social media should always be second to a quality content marketing plan. That is why it’s more important to produce strong content rather than rely on exposure from social media. Above all, having strong content will set you apart from others because people will come and recognize you as an industry leader for setting the industry trends. Source

9 out of 10 business buyers say when they are ready to buy, they will find you

Most businesses I talk to are concerned about generating awareness, but what they should really be concerned about is being found at the right time. Making impact with strong content will almost always sell your brand to your customers. Make sure to nurture your customers with constant, relevant and timely information. So when they decide to buy, they will think of your name first. Source

71% of all respondents who maintain blogs for a business – their own or one they work for – report that they have increased their visibility within their industries through their blogs

This is a pretty staggering number if you think about it. It really shows that if you take the time to maintain a quality blog, it will get recognized and noticed in your industry.  Source

71% of B2B marketers think that email marketing is critical or very effective

Email marketing is still  and excellent way to market for B2B companies and email leads should be still a primary focus for B2B marketing.  It may not be as sexy as social media but the fact is that more of your prospects have an email account then a Facebook account and they still click on emails. Source

US business-to-business (B2B) advertising and marketing spending will increase by 0.8% this year, to $129 billion

That may not be much, but we are still growing and it proves that even through a recession B2B companies are spending money on marketing. Source

8% of all B2B emails are opened on mobile phones, compared to 1.48% for tablets, and 90.27% for desktop computers

This may not seem like a lot but look how quickly it is growing. You also need to take into account how much does the tablet market has and it only has less than 2%. Mobile is going to double in 2013 if not increase more. If you want to maximize your reach to other platforms, now is the time to move.. Source

42% name email as one of their most effective lead generation channels when targeting new customers

Not only is email standard for all businesses, it also has the most reach out of all most used channels. Email’s track record being the most used sales channel tells a lot about it’s potential for b2b marketing. Source

image by mrwilleeumm


About the Author

Joel Widmer is the Founder & CEO of Fluxe Digital Marketing—a content marketing shop that helps smart businesses create, produce and promote their content through a unique one-on-one interview process. When he’s not working, Joel can be found trying new restaurants with his wife and son.

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