The majority of companies are planning to increase budgets for content marketing in 2014, according to recent data from Curata. In fact, 12 percent of companies are preparing for a significant rise in content spending and only 1 percent intend to radically decrease their content budgets. These results highlight the growing importance of content marketing as a lead generation tool.
Lead generation was the top content marketing goal for 2014, followed by customer engagement and increasing brand awareness. Many B2B marketing teams have discovered they are attracting a higher number of better-quality leads.
With the booming popularity of content marketing expected to continue, marketers may need to reassess their strategies to improve lead generation efforts. Companies will need to improve their search engine optimization initiatives because changes to Google have impacted how content is found online. The search engine is increasingly shifting to providing results in a format that doesn't require users to click away from the page, Marketing Week stated. Brands need to strive to establish authority to increase the number of leads that find the content. B2B firms need to consider how often they will share content and how they will curate it. In addition, the article notes that videos are becoming a more significant type of content.