Because it is for most marketers this year according to a recent survey shared by eMarketer:
We’ve covered content marketing before and will continue to do so because it’s such an important component of generating leads. According to this survey, 39% of marketers consider it their top priority for 2013. And that makes sense, as internal surveys of our own B2B lead buyers indicate increasing awareness and adoption of this tactic. My sense is this is such a top priority because it’s becoming more and more mainstream. Using content to drive leads has long been a popular method for the IT space especially, but we’re now seeing much more prevalence across verticals. 2013 could be the year when content marketing becomes a go-to tactic for all marketing organizations, not just large ones.
As a side note, it’s interesting to see how marketing automation has fallen on the priority scale year over year, from 15% in 2012 to 11% in 2013. Might we be seeing a slow down in marketing automation as a top priority? The thinking here would be more and more companies are already using it, so now it’s time to focus instead on how to power it. Much of that power, alas, comes from producing great content.