Experts Report Growth of Content Marketing as Both a Search Term and Marketing Strategy
Marketing Content Strategy

Experts Report Growth of Content Marketing as Both a Search Term and Marketing Strategy

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Marketers tend to view content marketing as a subset of inbound marketing—another tool in the toolbox to draw people toward a product. HubSpot took a look at the terminology and the growth of content marketing in its latest State of Inbound report, which tracks inbound marketing practices.

HubSpot surveyed more than 3,500 professionals, finding that 59 percent of them view “inbound marketing” as an umbrella term that incorporates various “magnetic” tactics, such as content marketing. HubSpot said it loosely coined the term in 2006 and gave it this definition: “a methodology that focuses on creating quality content that pulls people toward your company and product.” Since then, however, the term “content marketing” has gained a foothold among marketers, and Google searches for “content marketing” are now considerably higher than those for “inbound marketing,” according to the report.

A minority (10 percent) of HubSpot’s respondents say they preferred the reverse taxonomy—”content marketing” as the umbrella term with “inbound” as the subset. Despite this discrepancy, marketers overwhelmingly view the concepts as related (85 percent). Only 7 percent say the terms were fundamentally different, HubSpot finds.

The findings are an important reminder that marketers should use both approaches to achieve success. “Content is the lifeblood of inbound,” the report states. Without content marketing, inbound wouldn’t have the fuel needed to drive the machine.

Business-to-business companies report they are dedicating more dollars to content marketing to rev up their inbound efforts. A report from the Content Marketing Institute and MarketingProfs found that 93 percent of B2B marketers use content marketing, and 42 percent say they are effective at doing so. Nearly 60 percent will increase their budgets in the next year as the growth of content marketing continues to rise, according to the report.

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