January 1, 2012

crownIf content is king, what will that king be doing differently in 2013 from 2012? Here are the top trends for Internet marketing using targeted content.


Previously, the most important concern of Internet marketers was making their content engaging to visitors. Now, with social media sites cropping up all over, video sharing sites, and of course the website all the traffic is being driven to, the challenge is simply to create enough content for all the platforms. As a result, Internet marketers are becoming savvy recyclers, making blog posts from the transcripts of videos, or combining a number of posts on a single topic into an ebook that can be downloaded to entice people to join a mailing list.

Multiple marketing methods

In today’s competitive content world, it’s not enough to simply post to your website, Facebook page, and Twitter. If you do that you’ll be relegated to the bottom 7% of Internet marketers. Small companies are averaging nearly a dozen different marketing tactics to get their message out, and large companies are averaging half again as many. The most ambitious of companies use more than 20 different marketing methods, and are moving away from strictly web-based marketing methods to include printed marketing and mobile marketing.

Study social media

Social media marketing is the most popular means of Internet marketing. After LinkedIn completed their recent redesign to allow businesses to create pages similar to Facebook pages, LinkedIn became the top social media platform for marketing, by a slim margin, beating out traditional heavyweights Facebook and Twitter. Wise Internet marketers will also keep an eye on upstart social media such as Pinterest that are gaining significant popularity.

Drive website traffic

Content marketing can be used for many purposes – generating leads, making sales, raising brand awareness, or acquiring and keeping customers. However, the best metric for how well your Internet marketing is achieving your goals of brand awareness is website traffic. Most other content marketing goals can also be measured as a ratio of website traffic, so that increasing traffic should also increase leads, sales, and customers. Therefore, successful content marketing should drive traffic to your website.

Spend more

More than half of all businesses performing Internet marketing are planning on increasing their marketing budgets in 2013, while many are planning on moving more of their marketing budget to content marketing relative to other forms of marketing. The most effective Internet marketers spend nearly half of their total budget on content marketing, compared to average Internet marketers spend only about a third of their total budget on content marketing. The least effective Internet marketers spend less than a sixth of their total budget on content marketing.

Do it differently

There is also a dramatic difference in how the most and least effective Internet marketers approach their content. Most effective is content that is tailored specifically to the people receiving it, while content that struggles to be engaging is the least effective.





Sean McPheat

Managing Director

The Internet Marketing Academy



(Image: MorgueFile)

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