Content marketing finally received the attention it deserved last week. Recognizing the importance of content marketing for businesses, the IAB (Interactive Advertising Bureau) not only released an official definition for content marketing, but also released research analyzing how B2B companies are employing content marketing.
The IAB’s B2B Content Marketing report: Benchmarks, Budgets, and Trends—North America 2014 makes two things clear:
Content marketing is extremely valuable for small businesses
and
Small businesses aren’t reaping the full benefits of content marketing
Small businesses are investing in content marketing more and more
*Small businesses are 35% more likely to have someone dedicated to overseeing content marketing than large enterprises
*Small businesses are increasing their content marketing investment at a significantly higher rate than large enterprises (15% higher).
Content marketing provides equal opportunity to small and larger businesses alike and costs less than traditional advertising. Hence we’re seeing greater investment and commitment to content marketing coming from smaller businesses with more restrictive budgets.
Small Businesses aren’t reaping the full rewards of content marketing
*Lack of time was cited as the biggest challenge for small businesses engaged in content marketing.
*Producing enough content was the second most cited challenge small businesses
Both top cited challenges come down to lack of resources. Combining the two stats paints an alarming picture in which half of the small businesses surveyed lacked the resources needed to fully engage in content marketing.
With all the focus on being lean, we should remember the old sayings “jack of all trades, master of none” and “time is money.” As an entrepreneur, you spend part of your time creating a great product or service, and the other part making your business stand out. Smart use of your time and money is essential for business growth.
In content marketing, just sharing details about your business’s products or services isn’t enough. You need to invest time in creating a strong content marketing strategy. For example, it’s important to choose the right social networks to use and to know how each platform will influence engagement with your content. Additionally, using reporting and analytics is crucial to gain long-term benefits from your content. This can be overwhelming for small business owners who are also trying to manage their time effectively.
If you’re sharing content via social media, content sharing platforms like Slideshare or blogs and have no clear strategy in place then you are part of the 50% of small businesses who aren’t reaping the full potential of content marketing.
It’s time for you to consider investing in someone who can effectively enhance your content marketing strategy.
Read more: Undeniable Benefits Of Social Media That Businesses Are Not Maximizing