In December 2010, we published an article, The Trend for 2011: Content Marketing, that examined the 2011 forecast for content marketing. In it, we offered predictions that content marketing would consume a large slice of online marketing budgets in 2011.

At that time, email newsletters were the fastest-growing and most widely used medium for content marketing, and they were expected to continue their momentum in 2011.

Fad or foundation?
So now that 2011 is in our rearview mirror, can we look back and say such predictions held true? Absolutely! Marketing statistics cast a very favorable spotlight on the power of content marketing in the B2B world. A study of content marketing by the Content Marketing Institute reveals its prominence:

• 90 percent of B2B companies use content marketing
• B2B companies average 26 percent of their marketing budget for content marketing
• 60 percent of B2B companies will spend more on content marketing in 2012 than in previous years

As we gain traction in 2012, it is clear that content marketing is not a fad but a critical and effective way to engage savvy prospects and customers. Now more than ever, purchase decisions begin with online research, which, says MarketingProfs.com author Chris Chariton, is why quality content marketing topped GlobalSpec’s list of “marketing musts” outlined in Five Trends B2B Marketers Need to Understand to Succeed in 2012.

Chariton says:

As more content becomes available online that helps B2B buyers build internal business cases and justify purchasing decisions, the demand for relevant content will increase even more. That growing demand is part of a rapidly accelerating cycle that shows no signs of leveling out — a trend that should signal to B2B marketers that they must continue to produce quality content.

Chariton notes a direct correlation between the purchase value of the desired product or service and the number of content pieces a buyer consumes during the decision-making process. Typically, three or fewer pieces of related content are reviewed when deciding on a B2B purchase that totals $1,000 or less. But when that purchase total jumps to $10,000, 70 percent of buyers review four or more content pieces.

Getting started
So how does a marketer turn content into content marketing? And what makes a content marketing strategy successful? First, B2B marketers must find their focus. You should decide on your main objective and find the correct avenues to interact directly with customers and prospects.

Second, remember that there is a right and a wrong way to execute a content marketing strategy. Content marketing is more than creating marketing materials; it’s crafting thoughtful content for the purpose of engaging your audience. Thus, outsourcing to an experienced vendor that understands the “how” and “why” behind content marketing is often a better option than the “DIY” approach.

Relaying your message and product information is an essential aspect of marketing in today’s B2B climate. Develop a content marketing plan that allows you to inform and stay in touch with your customer base.