In our latest Best of BuyerZone edition, The 12 Best Blogs of 2012, bloggers reflected on 2012 trends and offered their predictions for 2013. And one of the words that kept coming up was "content;" more specifically, the phrase "content strategy."
Michael Brenner of B2B Marketing Insider kicked this prediction off by saying, "In order to become a social business, marketing leaders are realizing that they need to ignite their company to create great content."
He explains that in order for businesses to meet these needs, decision makers need to create jobs that have the word "content" in the title: Chief Content Officers and Content Strategists.
This piece of insight is crucial, as business owners are now looking to fill new-hire roles for 2013. Perhaps instead of considering working with a freelancer, you should make the argument that a full-time content professional would better suit your business and customers' needs.
Dianna Huff of B2B Marcom Writer Blog also agreed that content is important for B2B websites - but more importantly, unique content.
"B2B Websites have to be unique in order to grow: Unique design, unique content, unique voice. This whole trend of using WordPress themes, stock images and 'me too' copy is a death knell for small businesses.
A small business' most important asset is the fact that it is small - and different. To hide this asset under mass-produced design, images and copy is a travesty."
So if producing "great content" is one of your 2013 business goals, make sure you have a top-notch content strategy keeping you focused, and the right content team running the show.