Over the past year alone, Google has implemented so many new elements to its algorithm that webmasters struggle to keep up. For a small business owner, it's almost impossible to remain abreast of changes in search engine optimization (SEO) and manage a company at the same time. Google also hasn't made it easier on small business owners, with its complex tools and high costs, but content marketing continues to thrive.
Despite the nearly universal adoption of content marketing among B2B marketing professionals, only about one-third of marketers say their efforts are effective. According to a new Content Marketing Institute and MarketingProfs study, 91 percent of those surveyed said they indulged in content creation, and the same respondents spent 33 percent of their budgets on the lead generation tactic – up from 26 percent in 2011.
What's more, 54 percent say they plan to increase spending on content next year. Perhaps the most interesting discovery the survey made was that, when asked to rate their organization's use of content, only 36 percent said their campaigns were either "effective" or "very effective."
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