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content has not been lost
on advertisers either - they too are devoting increasing
resources to creating their own content as a way
to connect with customers. While
traditional ad platforms are expected to shrink by
double digits in 2009, the amount of money marketers
will spend on creating content will see strong growth
despite the recession. Gavin O'Malley wrote
about this in an article
an Online Media Daily last week, noting
"56% of marketing and publishing
decision-makers plan to increase their content
marketing spending next year, Junta42 (an online
marketing resource and vendor-matching |
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tool) found after surveying
its community of corporate marketers and
publishing/agency professionals. What's more, a full 31%
expressed their intention to increase spending on
content significantly." Joe
Pulizzi, the founder of Junta42 and co-author of the
book Get
Content. Get Customers, told O'Malley,
"These findings are an acceleration of what we've
been seeing for the past few years." The marketers
said that social media will be at the top of
their investment list this year. O'Malley wrote, "In
terms of most important products/tactics, social media
resonated with 68% of subscribers, followed by
e-newsletters/email (60%), blogs (56%),
case studies (55%), online video (51%),
white papers (46%) and microsites (43%). These
are people who make their living by attracting an
audience. Their example is a good one to follow if you
are about to start promoting a newly developed site and
hope to attract visitors and keep them coming back. |
