Eighty-two percent of marketers place a high value on content written for people, as opposed to content created with SEO in mind, according to The Content Marketing Institute’s (CMI) 2012 Digital Content Marketing Survey. The study also found that 80% of companies describe their content strategy as customized and engaging and would be willing to pay more for the value added.
The survey — which is composed of responses from 389 marketing “decision-makers,” according to The CMI — revealed marketers found social content to be more valuable than all other forms of content. E-newsletters and blogging were also described as effective content marketing channels. Advertorials and mobile content were considered the least effective channels.
Seventy percent of marketers plan to outsource at least one form of content in the next 12 months, the report revealed. Professional-level writing was the most important attribute marketers looked for when outsourcing their content creation. Only 12% of marketers cited cost as a consideration.
Creating content designed primarily for readers, rather than for search engines, is a sentiment expressed by Outbrain CEO Yaron Galai at Digital Media Europe in London. Yaron said publishers should focus more on generating a second page view, rather than driving one-time views driven by search.
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