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Half of marketers plan content marketing spending rise

1/21/2013

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"More and more clients and brands are realising they need content to be part of the checklist, but they haven't figured out how or why" 
Content marketing is growing all the time and now accounts for 12% of marketers budgets.

That's according to a new survey from AdAge which also reveals over 50% of marketers plan to up their content marketing spending in the year ahead.

The figures are nothing to be all that surprised about - Econsultancy & Outbrain report that 90% of marketers believe content marketing will become more important this year, which by some reckoning equates to 24,555,812 marketers.
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Despite this clear rise in budgets for content writing and content creation, there are some still some very basic questions yet to be answered, says AdAge.

"More and more clients and brands are realising they need content to be part of the checklist, but they haven't figured out how or why," commented Kyle Monson, chief creative and founding partner at Knock Twice, a content strategy and PR agency.

Indeed just 8% of marketers told Ad Age they are "very satisfied" with their ability to understand the effectiveness of content marketing.

Slightly more encouragingly, 48% say they are "somewhat satisfied".

Content marketing adding to workloads

What the survey also highlights is that companies are simply adding content writing and content creation to existing workloads, either because they are not outsourcing content market to agencies effectively or they lack the resources to do it in-house.

The survey reveals 30% of marketers say they spend their content-creation budget on internal staffing, while the same proportion say content creation is handled by third-party partners or suppliers.

That leaves around 40% that's simply being picked by workers and business owners and added to their own responsibilities.

"We struggle with content creation and marketing, because people see this as something that they have to do over and above their current job responsibilities or," said one respondent

"It gets pushed to the side as people have to carve out time from their current work responsibilities. It's a problem with the perception of this concept."

What's the solution to content marketing time pressures?

Companies have a choice; they have can either take on new staff to handle content marketing duties; they can reallocate resources from an existing marketing channel to content creations; or they can employ a content marketing agency to produce what they need.

With budgets rising for content creation rising, it's more important than ever for companies to have the content strategy in place, whether that's in-house or outsourced, to make the most of their investments.

Because otherwise, they are simply throwing money at something without really understanding what it's for or why they are doing it.

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Content marketing 'at the heart of ecommerce'

1/18/2013

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"The continued importance of social media in ecommerce has also fuelled the desire for companies to use content to attract and retain customers" - James Gurd, owner of Digital Juggler
Website content is "at the heart" of ecommerce and is integral to digital marketing.

That's according to Digital Juggler owner James Gurd, who told Econsultancy that content marketing is a component part of all online activity.

He believes this is being driven by the increased consumption of online media and the variety of content formats available - blogs, video, images, reviews, social discussions and the rest.
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When you look at the value of the ecommerce market in the UK, it becomes obvious that companies need to tune into the benefits of content writing services.

According to IMRG, the UK online retail market in 2013 is estimated to be worth £87 billion. Within that mobile commerce is growing at a rate of 300% a year (see previous article on importance of mobile content).

Gurd goes on to note that with social media in the picture as well, web content has multiple uses. "It's not just a one-channel entity," he says.

However, he cautioned businesses about pinning all their hopes on content marketing, explaining that "content is not by itself the saviour". 

"For content marketing to work, the inputs need to be good," he said. Indeed one thing we can see happening already is that with so many companies taking a stab at content marketing, there are a lot of poor efforts.

"Content has to serve a purpose and provide a value to the end-user. I personally think there is too much content being produced at the expense of a focus on quality," adds Gurd.

Instead of just "throwing up" blogs, articles and buying guides on to a website, there should be a "coherent" content marketing strategy.
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Gartner: mobile advertising revenue to hit $11.4bn in 2013

1/17/2013

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"Mobile advertising should be integrated into advertisers' overall marketing campaigns in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets."  - Andrew Frank, research vice president at Gartner. 
We've been hearing for a couple of years now why it's important to optimise website content for mobile, and now Gartner has revealed exactly why this is the case.

Worldwide mobile advertising revenue is forecast to reach $11.4 billion (£7.1 billion) in 2013, up from $9.6 billion in 2012, according to the research firm. Revenue will reach $24.5 billion in 2016 with mobile advertising revenue creating new opportunities for app developers, ad networks, mobile platform providers, specialty agencies and even communications service providers in certain regions.
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You can add content marketing companies to that list as brands seek ways to use content to drive mobile engagement. 


Content marketing goes mobile

"The mobile advertising market took off even faster than we expected due to an increased uptake in smartphones and tablets, as well as the merger of consumer behaviors on computers and mobile devices," said Stephanie Baghdassarian, research director at Gartner.

"Growth in mobile advertising comes in part at the expense of print formats, especially local newspapers, which currently face much lower ad yields as a result of mobile publishing initiatives."

Andrew Frank, research vice president at Gartner, argues that the growth requires companies to integrate mobile content with the companies' overall content creation and marketing campaigns "in order to connect with their audience in very specific, actionable ways through their smartphones and/or tablets".

The research also shows different types of mobile advertising are evolving at a different pace and in different directions.

Mobile search, which includes paid positioning on maps and various forms of augmented reality, all of which can be informed by location, will drive mobile ad spending in the coming years, says Gartner.



See how the right content writing strategy can help drive mobile engagement

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Online marketing leads ad spend growth

1/17/2013

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"Internet advertising attracted the biggest increase, with a positive net 5.6 per cent of marketing executives saying they had upped their online marketing spending over the final quarter of 2012."
The latest Bellwether survey by the Institute of Practitioners in Advertising (IPA) reveals a small rise in marketing budgets, led by the online sector.

In the final three months of 2012 marketers were confident their businesses would do well, despite being pessimistic about the health of the economy this year.
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Internet advertising attracted the biggest increase, with a positive net 5.6 per cent of marketing executives saying they had upped their online marketing spending over the final quarter of 2012.

Meanwhile, 2013 could also be the year that online marketing loses its preface and becomes simply 'marketing'.

In its 'Trends for the B2C CMO to watch in 2013' report, global researchers Forrester claimed that digital channels are mounting assaults on even the most established traditional media.

It cites the example of YouTube's rise against the advertising bastion of television.

The report argues that ‘digital marketing’ will simply become known as 'marketing' as the various barriers are broken down and the sector becomes more mainstream.

Forrester expects the online sector to be worth around 20 per cent of the total marketing industry, valued globally at £31 billion.

What does it mean for businesses?

Companies will need to think about integrating channels and coming up with a content strategy that applies across various outlets, from websites and blogs, to social media, press and television.

Forrester CMO Corinne Munchbach, told Marketing Week: "Consumers switch from in-store to online, to mobile – sometimes all at once.

"Having separate budgets for each is counterintuitive to what customers are actually experiencing. Logical brands will be able to join this together in a functional way to deliver the experiences customers expect from them."

Find out more about how content writing services and content marketing consulting can help your business.

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Facebook launches social 'graph search' tool 

1/16/2013

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Facebook has announced a new smart search engine called graph search, but  what will this mean for content marketing?
The field of content marketing took on another dimension today (January 16th) as Facebook unveiled a new smart search engine for users called Graph Search.

It could see brands using content marketing and SEO to improve their presence on the world's biggest social network.

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The feature allows users to make "natural" searches for content shared by friends – which can include 'likes' of brand pages and comments about products and services from companies.

Facebook founder Mark Zuckerberg says it is not a web search tool and so is not a challenger to Google.

But the search tool is being integrated with Microsoft's Bing, which will step in when graph search fails to find the answers.

"Graph Search is a completely new way for people to get information on Facebook,"  Zuckerberg told a press conference at the company's headquarters in Menlo Park.

It will initially let users search four categories – people, places, photos, interests – before it gradually expands to cover all content.

"Graph Search is designed to take a precise query and return to you the answer," he said, "not links to other places that might take you to the answer."

What does Graph Search mean for content marketing?

Right away, not a lot. But as the tool gradually expands to encompass the whole of Facebook, it will mean a lot more for website content writing and the field of content marketing in general. For the first time, potentially, SEO search improvement will be directly affected by social media posts and content. 


Social media content will be even more important than before, the content optimised for Google remains the benchmark.

As TechCrunch points out, it's a fairly major change. "What's interesting is that Facebook does not shy away from introducing radical changes to its products," the site said. "As always, it focuses on what's best for the user and will stand behind an innovation if it believes that it will improve the user experience."

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    Alex McLean

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