Content marketing attention and spending are up (43.9 billion – Characteristics Study by the Custom Content Council and ContentWise) because there is a fundamental shift in consumer behavior. Inbound marketing (and search) means that consumers control the pace and volume of information ‘before making a purchase decision.’ Content Marketing equals intent.
It doesn’t matter whether you’re an alpaca farmer, a professional bowler, a small business owner or a second-year grad student, when you search for a phrase like “small backpacking stove” you’re expressing strong intent. Demographics is a passive metric, but when a user takes an action – pay attention.
Businesses and their marketing partners are now coming to grips with this fundamental shift in consumer behavior – inbound marketing. People control the information they receive and how they receive it. In outbound marketing, the company was in control. The playing field has changed. Content Marketing equals strong intent.