This blog post is written by Kathy Floam-Greenspan and appears on the Forbes Agency Council. You can read the full post here.
In 2022, effective marketing and content creation are inextricably linked. It’s one of the best ways to regularly connect with your audience while boosting your reputation and credibility.
The Content Marketing Institute helpfully defines content marketing as “a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.”
In today’s digital-first consumer ecosystem, it’s increasingly important to generate content for potential and recurring buyers. Consider that 54% of B2B decision-makers report spending more than one hour reviewing thought leadership content each week. Meanwhile, nearly half of buyers view three to five pieces of content before initiating a sales process, and 96% of B2B buyers review thought leadership before making a purchase. Overall, nearly 50% of companies plan to grow their content teams this year, with recruitment for content creators, content marketing managers and content strategies leading the way.
Of course, more content is being generated than ever before, making it more difficult for brands to break through the noise and reach their target audience. Here are five factors that can help companies reach their audience with greater frequency and effectiveness.