Content Marketing Blog

Digital marketing focus for 2013: Content, mobile and social media marketing

Content marketing has become an essential tool for companies to promote their brand and boost business growth.

A blog post from PricewaterhouseCoopers (PwC) reveals that 91 per cent of B2B and 86 per cent of B2C marketers are using content marketing. PwC National Digital Change Leader John Riccio says this indicates businesses are "investing in content to gain an edge over their competitors".

"Done properly, content marketing can position a brand as an industry thought leader, facilitate feedback and drive website traffic."

A PwC infographic also revealed that mobile generates 13 per cent of global internet traffic, with 42.8 per cent of marketers planning to increase their mobile marketing spend in 2013.

Much growth is expected from mobile internet in the near future, with more US users expected to access the web through mobile devices than PCs/wireline devices by 2015.

The importance of targeting the mobile internet user is emphasised more by the fact that almost two-thirds (64 per cent) of mobile time is spent on apps. Furthermore, users were found to install new apps after tapping on ads from the Facebook app.

The infographic, Top 4 Digital Marketing Trends for 2013, found that 83 per cent of marketers use LinkedIn, placing it as the most popular social media channel for content distribution.

Through LinkedIn, companies can establish themselves as a thought leader in their area of business, through sharing blog posts, infographics and other relevant content.

Companies can also have authentic endorsement of products and services provided on the website through customer recommendations. This can help build confidence for prospective customers who may be interested in doing business with you.

When looking at content marketing and its activities, the PwC infographic found that 78 per cent of marketers are using eNewsletters, 61 per cent of B2B marketers are using white papers as a marketing tool and 71 per cent are using case studies in their marketing strategy.

Infographics were also found to boost content marketing strategies, with this type of content creating a 25 per cent increase in average website traffic.

Posted by April Revake.