Social Media in Online Content Marketing – High Usage Doesn’t Turn Out Effective

Date Published: 29-Mar-2011

Content marketing is very popular strategy among many marketers and is also having enough potential to find prospects for businesses. There is so much information online competing to get noticed, so marketers require a new and latent platform to get attention of the buyer. This is where many of them are using Social media. Though many people, particularly marketing professionals are using this platform, most of them are not getting any positive results.

High social media usage for content marketing
The usage of this media has increased a lot, especially during past 2 years, among businesses and online users. It enables content marketing with features like sharing, re-publishing, etc. Its usage is high among businesses as they believe in content sharing by the Internet users. Sharing is a common feature in this media. People are likely to share the ‘content they like’ online with friends, co-workers or family.

Today, a significant number of marketers are using social media as part of their marketing strategy. According to B2B Content Marketing: 2010 Benchmarks, Budgets and Trends by MarketingProfs and Junta42, the most popular content marketing tactics used by B2B marketers is social media (excluding blogs) with 79% of them using it. Even smaller companies have adapted faster to it including blogs, and eBooks. The most notable difference is with blogs, which are used by many of the smallest companies in their content marketing strategy.

High usage doesn’t turn out to be effective for marketers
Though markers are highly adopting it in their content marketing strategy and people sharing the content is high, many did not find it to be effective for their businesses. Of the 79% B2B marketers who have adopted Social media for content marketing tactics, only 31% rate it as effective in their marketing (MarketingProfs and Junta42 research). The greatest challenge for a majority of them using this media for content marketing was “producing the kind of content that engages prospects and customers”

A majority of marketing professionals today do not believe that their company has profited or increased revenues from social media. So, Internet marketers should be aware of the situation and take right decisions.

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