The statistics surrounding content marketing budgeting in the past few years – even months – are fairly remarkable. We’ll share some here, but let’s start by saying that businesses are now devoting as much as 42% of their marketing budget to content, and 71% of them are increasing their content marketing budgets overall.

We know that content marketing works, and businesses and organizations are no longer fighting to justify expenditures in this realm. On the contrary; they’re scrambling to figure out how best to leverage the marketing stratagem that has taken the world by storm.

As companies are looking ahead to 2018 and where they’re going to allocate resources, now is the optimal time to consider the impact of content marketing and the elements therein. Before you sharpen your pencil, consider this:

• Content marketing figures to be a $300 billion industry by 2019, according to MarketingMag.com
• In the last seven years, the number of indexed pages on Google has grown from one trillion to over 30 trillion, meaning that there is an awful lot of content out there with the potential to land one website higher in the search engine ranks than another
• The U.S. is the world’s largest market for content, at over $12 billion in annual revenues
• 37% of marketers blame unsuccessful content marketing on marketing budgets that are too low
• 70% of B2B marketers created more content in 2017 than they did in 2016

Consider this too: content marketing is like a runaway train; it’s not stopping. WordPress alone is publishing two million new posts each day, and Google’s indexed content has increased by over 30 million pages in the past ten years. Forty percent of the world’s population has access to the web and 83% are literate, compared with only 12% in 1820. What’s more, content marketing fosters emotional connections with audiences in ways that more expensive (and increasingly outmoded) outbound marketing cannot.

We know content marketing is the new power tool in the marketing tool box, but what are the elements of a robust strategy? What, specifically, should businesses and organizations invest in?

• Detailed, scheduled content marketing strategy
• Secure, responsive and optimized website
• Social media over multiple platforms
• Original, optimized blogs
• Press releases
• Published content (print and online)
• Post boosters
• E-newsletters and campaigns
• Curated (shared) content
• Landing pages
• Interactive forms
• Visual media (photos, videos and infographics)
• Analytics

In addition to these elements, a hardy campaign should make room in the budget for consistent content regularity, whether weekly, bi-weekly, monthly, etc., depending on your audience, industry and other factors that our marketing experts can explore with you. Without fresh, updated content, not only will your audience and prospects likely move on, search engines will also pass you by, as only new content makes search engines continuously crawl, cache and index your pages.

Our marketing team can help you plan a budget with allowances for all the components of a successful content marketing strategy and effectively execute each of these tactics for your business.

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It’s addicting!  The fast-paced, ever changing world of public relations and marketing captures your interest and keeps you charged up to learn more everyday.  I love to find the best ways to tell our client’s stories and man, they have awesome stories!

It’s my job to discover our client’s goals and then match the best processes to achieve them, within their budgets, of course.  I get to explore traditional, digital and every manner of communication to determine which tactics, whether it is direct mail or TV advertising, a new website or PPC (to name just a few) will efficiently and effectively capture the attention of prospects. 

I also get to work with great people at IVY – they’re creative, fun, caring and super smart.  We’ve all been around the industry a while so there is not a novice among us.  Our clients are very cool too and totally passionate about the services they offer.  We’ve been working with most of them for years so we know they truly care about being innovative and responsible to the markets they service.  I have great admiration for all of them and look forward to every day. 

It’s true what “they” say, if you love what you do, you won’t work a day of your life!

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IVY was established in 1990 with a basic premise to offer professional, ethical and highly creative marketing, advertising and public relations services. We have successfully maintained our core values and have been part of many amazing projects, client growth and changes in the world of marketing that continue to happen at lightening speed. Most of our clients serve older adults in some capacity so we keep abreast of the opportunities and challenges they face.   Each day, we keep it real and fun and consistently deliver positive results to our clients and their markets.

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Passion for design keeps me on the lookout for new and exciting avenues for innovative digital and print visual communications. At IVY Marketing Group the diverse range of projects keeps my job challenging and rewarding. Each campaign is an exciting opportunity to effectively communicate our clients’ message. It’s what I love.

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I began working with IVY Marketing Group in June of 2013. I was hired as a writer, telling the stories of residents and staff members at the various senior living communities we serve.  It was inspiring to hear how fulfilling – and freeing – life had become for these seniors since moving from the limitations of their own homes to the quality independent and/or assisted living communities of today.

In 2016, I had an opportunity to see another side of the IVY organization when I was asked to fill in for a co-worker on maternity leave. During that time, I handled media distribution and social media, a process I found interesting and horizon-expanding. I was also given the opportunity to serve as an account manager, bringing me face-to-face with client needs and expectations.

As a frequent blogger for Ivy as well as some of our clients, I am excited to stay ahead of emerging trends and strategies so that we can offer our clients the most successful content marketing solutions for their communities.

Most fulfilling for me is working with my fellow Ivy team members. It is both inspiring and refreshing to witness their enthusiasm for their craft and unfaltering commitment to our clients and company goals.

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It all starts with one idea. Working with the Ivy creative team for over two decades has always meant taking one great idea and bringing it to life to help our clients meet their goals. We enjoy the challenges offered with every creative opportunity and try to make the design process itself enjoyable for our clients.

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Making certain that the projects IVY produces are word- and picture-perfect is my specialty. But I also love implementing marketing campaigns and programs that bring our clients success. Details are my thing, so it is a pleasure to have worked with IVY twice now, first after college four years ago and, recently, for the past two years.

The IVY Group is a terrific team of creative, positive and talented professionals that I love working with and, judging from the length of stay of our clients, I think they love our team, too!

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Rock-climbing, training for an 80-floor stair climb event, running a 5K…This is just a tiny peek into what people 20 and even 30 years older than I am, are doing on a fairly regular basis at some of the retirement communities that IVY represents.

I’m of the generation that still has reoccurring nightmares about what the next step looked like when my grandmother could no longer live by herself. The very best option at that time was living at a “facility” and  included eating rubbery chicken and playing an occasional game of BINGO. Period. That’s why my parent’s generation begged us not to ever put them into “one of those places.”

I am so proud that IVY’s clients are at the very forefront of an industry that creates opportunities, challenges, and most of all freedom for seniors, allowing them to explore hobbies, interests, passions…the next chapter of their very full lives.

I feel reassured for my own future. Even more, I feel honored to be able to share the impactful stories about this paradigm shift in the world of senior housing. What we hear and see at our clients’ communities is fascinating and inspiring!

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I am eager to bring fresh concepts and communication strategies to our retirement community clients.  Keeping up to date on new public relations strategies, online engagement, and advertising tools is my passion.

Our clients have such exciting and unique events and programs; it really makes it motivating for me to make the most of their content.  I am proud of our national press placements, secured television spots and local media relations. 

Results like increasing website visits, social media connections, and national press placements make everyday rewarding and interesting.

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I oversee, plan and implement projects and processes at IVY.  Often,  I am the conduit between our writers and designers, with printers, and other vendors to fulfill the marketing needs for our clients. I also manage media buys and coordinate production of advertisements.

Working for a flexible and fluid company that is constantly growing, changing and evolving is fun and rewarding. There is always something new to learn.

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