Content marketing 'is king'
Tuesday 25th Oct 2011
An increasing number of companies are trying to expand their B2B email marketing as it is a cheaper and easier way to get straight through to potential clients, it has been claimed.
Chief executive officer of online marketing solution firm HiveFire Pawan Deshpande said content marketing in the form of emails, blog posts, photos, videos and case studies help to enhance an organisation's brand visibility.
Mr Deshpande told Business2Community that content marketing is more affordable for smaller and medium companies, so an increasing number are adopting these database marketing strategies from their business lists. He points to the fact 79 per cent of people asked in the recent 2011 B2B Marketing Trends Survey said they used content as part of their strategy.
"Another reason content marketing is winning the race is marketers do not invest a lot to get a return. Half of content marketers dedicate less than 30 per cent of their budgets to it," he added.
Earlier this month chief executive officer of Marketing Interactions Ardath Albee said organisations that merely churn out content are missing the point of this type of marketing.
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