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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