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According to a recent survey carried out by Econsultancy, content marketing will be one of the top priorities for many marketers in 2013, as more and more businesses become aware of its increasing prominence for consumer engagement on the one hand and search engine ranking on the other.
When asked about the areas of digital marketing they are going to focus on this year, almost two in five marketers placed content marketing in their top three, making it one of the most cited answers. In comparison, last year 29% of those polled considered the creation of engaging and relevant content an important aspect of their marketing mix.
The survey reveals that another area on which marketers are likely to concentrate, sharing the leading spot with content marketing, is conversion rate optimisation. Marketers are also likely to invest time and money in social media engagement, cited by 38% of the panel, and content optimisation, by 31%.
Although social media engagement has retained its relatively high position, its importance has lost some ground compared to last year. However, Econsultancy explained that this decline is not due to withdrawal from social media, but rather reflects a shift of focus from driving engagement on social channels to producing better content.
According to James Keady, digital marketing manager at McLaren Automotive, establishing a presence on social channels is no longer enough, as users are looking for valuable and engaging interaction.