93% of B2B marketers now use content marketing in one form or another, with companies investing more time and money in producing high-quality content to engage consumers. Content marketing is an efficient way to reach customers, but it relies on being effectively “seeded” within blogs and websites to be productive:
So quality counts but distribution is also critical. The good news about content marketing is that it relies on “earned media” for distribution – once the content is created, it will be shared by viewers at no additional cost to you, benefiting from the perceived increase in trustworthiness that good quality content can achieve. With content marketing, you only have to pay to create the content, not to market it; a coherent social media strategy will amplify your content’s reach.