Talk to any marketer today about her demand generation strategy and she’ll regale you with stories of the magical properties of content.
It’s consuming increasing amounts of money, according to a recent study by Starfleet Media. Specifically, marketers now spend 20 to 50 percent of their budgets on content creation — and 25 percent plan to spend even more in 2015. Already, about 7 percent of the survey’s respondents spend more than 75 percent of their marketing budgets on content.
Content is designed to engage buyers. It informs, inspires and illuminates while building brand credibility and preference. Done correctly, it can influence buyers to act in ways that favor the brand.
The aspiration is correct, but the reality doesn’t measure up: content has become a panacea. It’s the new elixir of customer engagement, applied in peanut butter fashion across every possible channel, in every imaginable form.