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What does content mean?

Posted by Danielle Allard on Mon, Mar 04, 2013 @ 02:37 PM

According to the CMI and MarketingProfs study, "B2B Content Marketing: 2013content marketing Benchmarks, Budgets, and Trends—North America," in 2013, more than half of B2B marketers (54%) say they plan to increase content marketing spend and 9% say they will do so significantly. This seems to be a prominent statistic, but what does content really mean? As an inbound marketing agency, we like to consider ourselves experts at content creation. Whether we are working on another inbound marketing funnel for one of our clients, constructing 140 character masterpieces, blogging our (abnormally large) brains out, or something along those lines, we know how to do content.

Don't get us wrong, however. Producing fresh content multiple times a day, every day, is no easy task. Creating relevant and interesting content is something that requires a creative mind and a well thought out strategy. So what does content really mean? The best place to start of course, is with the source, the inbound marketer. We like to consider ourselves content gods around here, but that's just our opinion. What makes a great inbound marketer? Here are a few traits that only the best inbound marketers possess.

  • They don't reinvent the wheel. According to that same CMI and MarketingProfs study, the biggest B2B marketing challenge is producing enough content. Even the very best inbound marketers face the challenge of coming up with fresh ideas on a regular basis. Inbound marketing caters to what is realistic. Instead of forcing your business down people's throats through obnoxious advertisements, inbound marketing gets real and acknowledges how people actually think. Along those same lines, inbound marketers recognize that every new piece of content doesn't have to reinvent the wheel. Look to industry leaders whose content you can repurpose and make your own, turn an old blog post into a visually attractive powerpoint, do anything you can to keep the content flowing, while maintaining quality. 

  • They drink a lot of coffee. Inbound marketers need to stay alert. Whether they are on the look out for the latest industry news update, researching pertinent analytics, shooting a new viral sensation, or just being themselves, inbound marketers are perky beings. The fact of the matter is, if you're not excited about your own content, why would your audience be? Good content requires a good attitude. Dive in and get your hands dirty and revel in the fact that you can probably beat just about anyone in trivia, with your vast knowledge on various industries. 

  • They wear many hats. Inbound marketers are tasked with creating content for businesses within various industries who each require different voices to accurately reflect their brand. We don't mean that we sometimes write in southern accents, either. The point is to produce content that promotes the company you represent in their own, unique voice. Inbound marketers need to be aware of that voice in order to communicate effectively. If you are thinking of hiring an inbound marketing agency, make sure to ask them how they will go about doing this. 

A good inbound marketing agency of course will possess these traits and more. ImageWorks has been in business for over 15 years and would be happy to help you. 

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Topics: Web Marketing, Inbound Marketing, Hubspot, Web Content

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