KEO Marketing

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Brands continue to allocate more funds to content marketing

It is almost impossible for businesses to operate successfully without interactive websites. Many people prefer to get their news and information online, so it is essential brands understand how to use the internet to boost their revenue streams. B2B marketing tactics like search engine optimization (SEO) have been shown to help businesses increase their returns on investment (ROIs), and with companies projected to allocate more money to their content marketing budgets, organizing information is vital for higher profit margins.

According to a report by the Interactive Advertising Bureau (IAB), search marketing accounted for 46.5 percent of online advertising revenues in 2011 – an uptick of 1.6 percent. Furthermore, search brought in $14.8 billion last year, up nearly 27 percent from 2010. The report shows the integration of online marketing into traditional advertising budgets, marking a unique transition to digital promotion efforts across the sector.

Marketers need to be able to organize their online content effectively if they want to garner the most possible returns. When using content to attract traffic to web pages, it is essential that information is organized in an easy-to-navigate manner. If visitors cannot find the articles they're looking for with relative ease, they'll exit the site and head to a competitor's. Segmenting content into sections may help retain consumer attention and lead to higher sales margins, as users will know immediately where to go for information that pertains to them.

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.